QVC is Getting a New Look Thanks to Moxie
As it transitions away from classic TV, the long beloved shopping channel is redesigning its logo to appeal to a growing online fan base.
“More than 80% of new customers now come to QVC U.S. via our digital platform," said Mary Campbell, chief merchandising officer of parent company Qurate Retail Group, and chief commerce officer of QVC U.S.
Publicis Groupe’s Moxie worked on this project in collaboration with QVC’s own design team. The new logo features a square surrounding a “Q” to represent screens where customers can connect with QVC. The rounded shape of the “Q” signifies a constant conversation between the brand and its customers. The open area where the Q does not connect represents an open door to the community.
And the logo is just the beginning for changes to come at QVC.
Since two thirds of e-commerce sales are made via mobile device, QVC has completely redesigned its online shopping experience. Visuals will become more mobile friendly, photography will now capture intimate and candid moments, videos will be casual and unscripted, camera angles will feature close-ups, movements and through-shots, new studios will replicate trendy urban spaces, and music will be more playful and spirited.
“Our brand identity is a visual manifestation of the evolution of our business and our customers,” explains Susan Ripke, vice president, brand strategy, QVC, U.S. “We’re creating friendly, inclusive environments in digital that invite customers to engage more deeply with us, especially those who are getting to know us for the first time."
Through this rebrand, QVC has better positioned itself for a brighter future in eCommerce.