Goodbye, yellow tag: Best Buy is now putting its employees front and center.
On Wednesday, the electronics retailer unveiled a new logo that moves its iconic price tag to a smaller spot in the lower right-hand corner, while the rest of the logo emulates the organizations’ employee garb (blue shirts).
.@BestBuy launches refreshed branding, logo.
— Best Buy News (@BBYNews) May 9, 2018
Best Buy also announced a new marketing strategy along with its redesigned logo, which seeks to “talk about what’s possible” with consumers. The tagline will replace Best Buy’s old motto: “Expert Service. Unbeatable Price.”
A release in the company’s corporate newsroom read, in part:
… It tells the story of our Blue Shirts and how we, as a company, aim to be an inspiring friend who helps customers understand what they want to do and how tech can help them achieve great, new things.
The creative elements of the refreshed branding include an updated Best Buy logo and a new look and feel with updated colors, photography and conversational language. It’s all designed to highlight our culture, our expertise and our talented employees.
It’s the first time in nearly 30 years that Best Buy has updated its logo, which is currently part of its TV and digital ads. It will soon be featured on employee uniforms and in-store signage.
A more cynical-minded person might take the stance that Best Buy is finally becoming cognizant of the fact that brick-and-mortar retail is slowly going extinct, and the once iconic price tag is quickly becoming as obsolete as the floppy disc. Or it could simply be that the old logo looked, well, old. And nothing says “new, updated logo for the future” like a sans-serif font and a logo that’s been minimized down to the bare essence of where it began.
Though a redesign is a welcome branding move for an organization that has struggled in the past with declining retail sales and consumers’ growing preference for online shopping, the company’s marketing chief also said the move is an attempt to highlight its employees and make the brand more friendly for consumers.
“We feel our biggest advantage is our people,” and in particular the blue-shirted store employees, said Whit Alexander, Best Buy’s chief marketing officer. “We wanted to find tools and a platform to talk about our people more loudly.”
Alexander also told Star Tribune that the new logo is Best Buy “putting [its] weight behind the things that are symbolic about our brand such as the blue shirts.”
As part of its marketing campaign, the retailer will debut videos on TV and through digital media channels that focus on consumers’ experiences rather than the company’s products.
In the company’s announcement, staff writer John Vomhof Jr. wrote:
The commercials highlight the Blue Shirt’s role as an inspiring friend who helps customers solve their needs and discover what’s possible with technology. The ads focus on the conversations between our Blue Shirts and our customers. The products are the payoff at the end.
The ads were shot in black and white, with the only color being the bright blue of the Best Buy employee’s shirt. The products, meanwhile, were shot against a bold, blue background.
Work on the campaign started roughly a year ago. The “big thrust” of the new work was done internally, notes Alexander, adding that Best Buy still works with a number of agencies including Redscout, Grey and Wunderman on creative strategy. Grey recently created Best Buy’s holiday campaign. Starcom handles media duties for the retailer.
A year after consolidating its marketing department and eliminating the role of chief creative officer, Best Buy is back to bulking up its in-house creative team. In November, the company hired Bruce Bildsten, who spent two decades at agency Fallon, as executive creative director. The brand is in the process of hiring dozens more for the creative team.
What do you think of the new logo and marketing campaign, PR Daily readers?