dick smith plays raves? cute.

methinks someone should leave the compass and protractor in maths class

I had a bit of a soft spot for the Dick Smith Identity and its portrayal of it’s founder and perhaps it’s audience but I get where they’ve headed, towards a focus on customer service and specialist knowledge as point of difference. But at the same time, the current identity speaks to me of personal customer service, a face to the name and a local neighborhood store, so perhaps with the takeover of Dick Smith by Woolworth’s they’ve mistakenly thrown out a great existing brand story and relationship with its audience? Or maybe it was time for them to talk to a new generation with a new visual language? The typography certainly feels slicker and tech focused while keeping a friendly edge through the use of the speech bubble but will it work for them? Or does it look like other high street brands out there?

Dunno if it is high st but it should date and look kinda old school geek again in the future. (brand new you’re retro) Maybe they could have played that up more? Semiotic fun – I saw a TV not a speech bubble :-)

I had just been thinking how cool it was that they hadn’t changed their look when watching Flight of the Conchords the other day – (Dick Smith is a sponsor of the show)and thought old Dick did bear a striking resemblance to Jermaine Clement.

I can’t believe they’ve lost the illustration of Dick Smith. They could have easily incorporated it into the new logo and kept that history.

if it “ain’t broke” why fix it? Guess some young suit is out there earning his/her keep. Nah not for me… looks so new it’s old>

V. Generic. All it needs now is an inner bevel. Techkspxerts makes me spit even when I try to pronounce that not-a-word in my head. Still leaves me confused: Is dicksmith a PC term for prostitute or not?

No I don’t think it is, but it’s sure funny.
I agree with Lisa, why get rid of Dick’s head?

Dick has turned into a pecker

I did a small post on this on my blog. Please visit it for more New Zealand brand design changes (feel free to read, comment and follow). brandnewnz.blogspot.com.
Thanks

oh dear, people still actually shop ad DS?
with so many online electronic stores its a mystery to me. The apple store, dell.co.nz and elive.co.nz are super and have live chat, great service and the always the best prices.

A brand is only as a good as companies goods and services (I’m not a designer, so no offense meant to designers).

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I have never been a fan of the ‘old’ logo, the head seemed to be floating aimlessly in between the Dick and Smith and the tacked on ‘Electronics’.
Then again it was/is memorable.

The redesign is just bland, made to look ‘modern’ in a web 2.0 kinda way.
To me it already feels outdated. Come on people, web 2.0 with its shiny apple-esque graphics and gradients has been done enough, or am I mistaken?

Apart from that I do have to agree with Elliot: Anyone actually still buying in a local store has either got too much money or is simply not smart enough to look for the best price there is.
Most of the items DSE has to offer are not only cheaper in online stores around NZ but if people would look even further you can save a lot of money by simply importing the stuff from the USA.
And with a delivery time of just 3 days via UPS there is no excuse to buy local is there?

J.

Yeah put me in the bring back Dickshead camp too. Now it just looks like a cheap car stereo maker. Talk to my techspurts lady!

My Grandmother thought the old logo was “Dick HEAD smith”.

Such a fitting title when some of the staff are… Dickheads.

I find the new logo kinda bland, boring and so generic. However I didn’t like the first one but it’s kinda in the right direction.