Like bumping into an old friend
Currently I’m in the market for a new TV, so last week whilst I was shopping at Victoria Gardens, I popped into Dick Smith to see what they had on offer. On the way in I was greeted by a familiar face, Dick himself. See they’ve yet to rebrand this store with the new identity. As you may know, last year Dick Smith rebranded (some stores anyway). Now much has been said about the design of the new brandmark and I don’t mean to get into the issues it may have or lecture the designers who created it – what I do want to talk about is the brand personality and what I see as a missed opportunity. Seeing the old identity in all its glory reminded me of what has been lost.
