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You can overcomplicate corporate identity. We
don’t. We thought
sofas, we thought dfs. So that was that. A sofa, in a think bubble,
coming from dfs.
The identity also takes strength by being such
a significant departure for dfs, a real leap away from what
had been. Every application brought a new radical change –
from store fascias to swing tickets to the lorries.
It’s a simple statement, but it has great
resonance. And it has been given greater import by its animation
into a living, breathing (and thinking) brand ident on the
retailer’s substantial TV advertising. The very positioning
of dfs in its market has changed. And because dfs is the market
leader, so the whole market has shifted.
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