• Transform magazine
  • August 14, 2020


The Dixons Carphone brand communicates unity


Back in May, Dixons Retail and Carphone Warehouserevealed their plans to merge.

The hotly anticipated new identity, designed by ad agency AMVBBDO, has now been revealed.

The new partnership is intended to facilitate the ‘internet of things’, electrical appliances being controlled remotely by mobile devices. The new identity reflects this connectedness with a logo of an interlocking D and C besides the Dixons Carphone wordmark.

Sebastian James, group chief executive of Dixons Carphone, says, “We’re creating an organisation for the future where the products are just the beginning. We will not only help customers to access the technology and the connectivity that is right for them, but also find the expertise and services that bring them to life – the first and best company to offer this complete end-to-end proposition.”

This ‘end-to-end proposition’ is also intended to push out competitors such as Amazon and AO.com.

The new corporate identity was released on 7 August when the new company began trading on the London Stock Exchange. Dixons Carphone has launched its first seven combined stores and a further 23 stores are expected to open up by Christmas.