Maplin's waves of change
SomeOne have given Maplin's brand a new look. It includes at the centre of the identity a flexible animated 'wave', to support their positioning of "connecting brilliant ideas".
It's a good example of how to modernise and push forward a brand without alienating current customers. The logo has a similar structure but with a slight tweak in kerning and a rounded dot on the i, feels a bit more friendly. The hero of the identity is that 'wave' though. It animates, twists, turns and flows around type, people and product. It's nice to see a digital first creative thought that also translates so well into packaging and in store POS.