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HMV brand overhaul

Agency: venturethree

Client: HMV

HMV has undertaken a major review of its brand and marketing communications, first announced by CEO Simon Fox on 13 March, as part of HMV's Strategic Business Review.

The result is a refreshed brand and a new advertising campaign to launch it.

The work has been led by Marketing Director, Graham Sim and Head of Design and Display, Mark Robertson, and developed by brand agency venturethree.

The new ad campaign introduces “get closer” as a new strapline, and will be launched through store windows from August 23.

These will feature music, film and games icons, including Amy Winehouse, The Simpsons and Super Mario, with press advertising to follow.

The campaign will extend online to support the conversion of to the simpler domain name of from August 22.

As part of the refreshed brand, HMV's renowned 'dog and gramophone' icon, 'Nipper' will become more iconic, and more valuable than ever.

The new lower-case HMV logotype has a standard form, but for some campaigns and promotions, it will change - adapting to reflect the style of the content. HMV is retaining its pink and black brand colours.

The company has created three icons to help communicate the different ways for customers to purchase products from HMV - within HMV's stores, mail order via and digitally via music downloads.

Most importantly though, 'get closer’ symbolizes a new approach within HMV - a desire to tap into the emotion and passion that consumers feel towards the music, film and games they love.

It's a passion that HMV shares with them. HMV will work with suppliers and partners to secure even more live events, exclusives, offers and VIP tickets for its customers, literally getting them closer to the content and the artists they love.

HMV will aim to create more and better ways for customers to get closer to content within its stores, at and through a new social network site, that is currently in development.

Marketing Director, Graham Sim, said, "Nipper’s look has changed, and we're detaching him from our logo.

“He will take on the role of a quality mark, reassuring our customers of our heritage and of the expertise and service they can expect from HMV.

He added, “Our approach is very much one of evolution: refreshing and re-energising our brand, to build on what we already have.

"At the heart of this, and through the changes we're making within our stores and online, lies a strong desire to engage with our customers in a more relevant way, and to identify with their aspirations and needs.

Sim concluded, “We want to literally get people closer to the songs, films and games they love. We've received a very positive response from our Industry partners.”

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