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QVC launches new brand identity

By Danielle Wightman-Stone


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Shopping network QVC has unveiled a new brand identity and logo in the US, ahead of an International rollout, which it states reflects “QVC’s leadership as a digital destination for inspired shopping”.

The new QVC logo features a “Q” with a simple square surrounding it, which the shopping channel states represents the many screens through which customers connects with QVC, while the circle symbolises the “constant conversation” QVC creates with its customers, and the line echoes “both an open door to a vibrant community and the handle of a magnifying glass that stimulates discovery”.

The new design is part of the retail network’s mobile-first and social-first strategy to video shopping, as the logo is mobile friendly.

Other visual elements will also be adapted added QVC to “capture attention on the small screen” which it notes reflects the changes that social has brought to digital retail. These include making the photography more “thumb-stopping, intimate and candid with rich details and organic patterns,” while videos will be shot in a “casual, unfiltered manner, with close-ups, movement, through-shots and surprising angles” and music and copy will be “playful and spirited”.

“Our brand identity is a visual manifestation of the evolution of our business and our customers,” said Susan Ripke, vice president of brand strategy at QVC in a statement. “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. For example, our flagship QVC mobile app features bold, square modules and horizontal scrolling for binge-worthy video.”

QVC launches new logo to underscore mobile-first and social-first approach

This rebrand coincides with QVC’s new Q Anytime app for iPhone devices, which has been designed to enrich the immersive, engaging, video-based shopping experiences QVC offers, with an ever-changing feed of shoppable videos, presented in easy-to-consume 5-8 minute segments, available on demand.

Currently, Q Anytime draws videos automatically from QVC’s library of live and on-demand video content, with new videos added every two hours. Over time, the retail giant said that it plans to offer original content, episodic series, and other extras on app that will be “tailored for the mobile audience”.

Mary Campbell, chief merchandising officer at Qurate Retail Group (which owns QVC), and chief commerce officer at QVC US, added: “Consumers have embraced QVC as a leading digital destination for product discovery and inspirational shopping, and our new brand identity and video app reflect this reality.

“More than 80 percent of new customers are coming to QVC US via our digital platforms. Customers recognise that our apps and website offer highly appealing products at great values, brought to life via compelling stories, vibrant personalities and personalised content.”

QVC notes that around 60 percent of its US sales are via e-commerce and two-thirds of which are happening on mobile devices.

Founded in 1986, QVC has retail operations in the US, Japan, Germany, the UK, Italy, France, and through a joint venture in China. Worldwide, QVC engages shoppers on 14 broadcast networks reaching approximately 370 million homes, seven websites, and 220 social pages.

Images: courtesy of QVC