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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with HMV it is outdated; being used since 1909.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with HMV it is outdated; being used since 1909.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.