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Best Buy’s new branding puts emphasis on employees, experience over products

BY Marianne Wilson

Best Buy has updated its logo for the first time in nearly 30 years.

The logo is part of a new marketing strategy that celebrates Best Buy’s new tag line “Let’s talk about what’s possible.” The creative elements of the campaign include updated colors, photography and “conversational language,” with a goal of highlighting the retailer’s culture, expertise and employees.

The new logo is more modern and easier to read. The words “Best Buy” still appears in bold, black font, but now reside outside of the chain’s signature yellow tag, which serves as graphic punctuation and a visual connection to its history.

“The updated logo is true to our heritage, but it’s really cleaned up,” Best Buy chief marketing officer Whit Alexander said. “It’s an evolution toward the future, and we’re really excited about that.”

The logo already appears on BestBuy.com and in digital ads and TV commercials. It will be rolled out to employee uniforms, shopping bags and signage.

In addition, the retailer will debut new TV commercials and digital videos on May 13. The commercials focus on the Best Buy shopping experience, not just the products, and highlight the Blue Shirt’s (employees) role as a “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 company stated. “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 were shot against a bold, blue background.

“We have a great story to tell,” Whit said. “The core of what differentiates Best Buy vs. everyone else — and makes us awesome for customers — is that we understand your unique needs and how tech can enhance your life.”

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