Good logo, bad logo – Gateshead’s revamped Wilkinson and Argos stores

Graham Soult

Retail consultant, writer, blogger; helping retailers via CannyInsights.com and CannySites.com. Say hello on Twitter at @soult!

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7 Responses

  1. ROB says:

    The new wilko logo and rebrand actually doesnt put up any costs for the customer as wilko is a family business and is investing in the rebrand for the future and the family is willing to take the cost rather than the customer to secure the long term investment of the business.

  2. Duncan Hill says:

    The old Wilkinson’s symbol is fine. The change in branding just means higher costs for customers. Pointlessly replacing “old” signs is a nonsense; better to update it when the old one is worn.

  3. RetroGadget says:

    The new Wilkinson logo is a welcome improvement on their dated older one, whilst I don’t dislike the new Argos logo I find it bland and lacking the uniqueness of the older one.
    One trend I’ve noticed lately is the fact that logos are refreshed more and more frequently, it almost seems that we get used to a new branding and then an updated design is introduced.
    Examples that spring to mind are Argos and Comet. Both stores had long standing logos from the 70’s era which were updated about ten years ago, and have since been ‘tweaked’ again. Currys too seems to have had a couple of logo refreshes in quick sucession.
    I suppose ten years is a long time in the fast paced world of retail and of course it keeps the design consultants and sign makers in business.

  4. beth says:

    I didn’t think I liked the new Wilko’s logo when I saw it at the top of your post, but when I then scrolled down to see the old one and then looked again – you’re right; it looks a million times better. I also agree about the Argos logo. The Corner House in Heaton has changed signage recently and the new sign looks cheap and odd in comparison to the old one (and ironically I didn’t like the old one in the first place!).

    I hadn’t realised the Argos logo was supposed to be a smile either. Who did, I wonder?

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