Art Director
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Rich's Blog

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.