Retail in Asia

In Sectors

Born in the ’70s and, some said, still trapped there, it was time for a new look

Logos say much about a business, it’s why companies spend so much time and money crafting them so carefully – and it is especially true in retail. So when a familiar name on the high street and in the retail parks reveals its new look, people notice.

UK general-goods retailer Argos unveiled its latest logo this weekend. Gone are the calligraphic, overlapping red letters. Customers found the logo’s ornate lettering a little "stuffy", too "fussy", for the internet age, Sara Weller, the chain’s Managing Director, said. "The new logo makes it feel more open, more transparent, in a way. It’s simpler, cleaner and fresher. The sort of business we want to be."