HMV Logo Re-branding Proposal

Michael Andrew

Contents:
1.2: The current logo features a small dog listening to a phonograph; this design is based on a painting developed in 1899. [3] Although the imagery is clearly associated with HMV it is outdated; being used since 1909. The logo needs to be rebranded so that it will always be associated with HMV but has the strength to appeal to old customers and draw new customers...............................................................................4 A SWOT analysis (See appendix A) was carried out to determine the Strengths Weaknesses, Opportunities and Threats that may be associated with rebranding the logo for HMV Australia. .............................................................................................4

Executive Summary:
The proposal being put forward here is to recommend that the HMV logo be rebranded. The process of rebranding involves making changes to the brand's logo, brand name and images. It can be applied to newly developed products, older products or even products that are not yet finished. [1] Rebranding can prove to be quite beneficial in updating HMV’s image and maybe even attract new customers. A good example of rebranding proving successful is Dexxa computer mice which were rebranded Logitech devices sold at a lower price by Logitech in the low-end market segment without undercutting their mid-range products. Rebranding in this manner allows one set of engineering and QA to be used to create multiple products with minimal modifications and additional expense.

Proposal:
1.1: The proposal that is being put forward here is in regards about rebranding the logo for HMV Australia. I aim to keep the original image as it is associated with HMV stores all over the world. The idea is to re-work the logo so that it will grab a wider audience.

1.2: The current logo features a small dog listening to a phonograph; this design is based on a painting developed in 1899. [3] Although the imagery is clearly associated with HMV it is outdated; being used since 1909. The logo needs to be rebranded so that it will always be associated with HMV but has the strength to appeal to old customers and draw new customers.

1.3: The first step before beginning any project is carrying out research. A SWOT analysis (See appendix A) was carried out to determine the Strengths Weaknesses, Opportunities and Threats that may be associated with rebranding the logo for HMV Australia.

One step to talk to the company and find out how they plan on using the new logo to present themselves to consumers. I can also conduct surveys with HMV customers to find out if they think the current logo design for HMV is appropriate or if changing it could help improve the image. Once I have gathered data I can get an idea of what people like in terms of design will help to give me an idea of creative directions I can take.

Two of the most important elements of design are font and colour. The current HMV logo uses Arial Rounded MT bold. This can be replaced this with a more appealing, modern font such as Dirt Devil. Instead of the drab pink and white logo I will use colours such as reds, greens and blues. These colours are used in many designs to help catch attention.

1.4: A market research group was established to help with the research. They approved the decision to rebrand the old HMV logo. The next stage is to begin the design process which. I aim to have six to seven possible designs created within the next few months. Once the designs have been completed I will present them to the market research group and HMV Australia for their input. The favoured design will then be used as the new HMV logo.

Bibliography:
1. Wikipedia http://en.wikipedia.org/wiki/Rebranding (Accessed 24 July 2007). 2 Wikipedia. http://en.wikipedia.org/wiki/HMV#The_origin_of_the_trademark_image (Accessed 17 July 2007). Thanks to the market research group. Dalia Stifo, Stephane Bouclier, Judy Beddoni and Eddy tang for their participation and input.