Quiet Mark at Currys

Image: The striking new Currys branding by FutureBrand

Currys is one of Quiet Mark’s many Retail Partnerships. The Quiet Mark logo is clearly visible throughout their new-look website helping consumers source the quietest appliances available on the market and reduce unwanted noise in their homes. In recent years it has been determined that exposure to noise has been shown to hinder the health and well-being of people in a number of different ways. Sound from noisy appliances has been shown to hinder productivity, focus, memory retention and mental arithmetic.

Image: The Quiet Mark logo on the LG GSX960NSVZ American-Style Smart Fridge Freezer product page on Currys website.

This month, electricals company Dixons Carphone has merged its four tech and retail businesses under the Currys name as part of a major group rebrand.

Currys PC World and Dixons, alongside mobile phone retailer Carphone Warehouse and service partner Team Knowhow, will all become known as Currys by the end of October, with a stunning new visual identity developed by FutureBrand and a relaunched website.

Image: The striking new Currys branding by FutureBrand

Describing their role in the rebranding, FutureBrand says, “The retail technology space has become more intense than ever. New business models disrupt old ways, and customer behaviours are changing, their expectations constantly heightening. Currys PC World had enormous strengths as a business with presence across the UK and Ireland, the widest range of technology on offer, a true omni-channel offering, and passionate, expert colleagues. But despite these strengths, their brands were weakening. Shifts in customer behaviour away from the high street and greater democratising of the mobile market along with greater power to supplier brands meant it was time for Currys PC World to change too”.

“We worked with Currys to create a new look that reflected the new brand vision and captured the characteristics of the brand. Modern, stunning, infectiously passionate, witty, a smart cookie”. 

The new identity also builds on the best of what the brand previously had. The new logo is circular, echoing the Currys PC World globe, while the brand becomes a clean but consistent purple. A bright world of pastel colours are used to bathe amazing technology in a warm light, and the use of circular shapes - inspired by the new logo - reflect the organic lines of modern technology.

“We’ve worked hard to become one joined-up business and becoming Currys reflects and accelerates that,” Alex Baldock, CEO of Dixons Carphone, told MarketingWeek in a recent interview. While the rebrand comes with a new look and name, Baldock says the move represents a “gearshift” rather than “facelift”, adding that the decision has been made to better fit customer needs.

Image: LG Fridge Freezer, Breville Kettle and Miele Washing Machine - just a small selection of the hundreds of Quiet Mark Certified Products available at Currys

To improve the acoustic comfort of our homes and workspaces, it is best to curate a domestic soundscape with the quietest appliances and materials. Amongst the hundreds of Quiet Mark certified products listed on the new Currys website are Aircraft Floor Cleaners, Belling Cooker Hoods, Blueair Air Purifiers, Breville Curve Kettles, Dyson Air Purifiers, Honeywell Fans, Hotpoint Dishwashers and Fridge Freezers, Karcher Window Vacuum Cleaners, Lumie Bodyclocks, Magimix Blenders, LG Fridge Freezers, Washing Machines and Tumble Dryers, Liebherr Fridge Freezers, Meaco Fans, Melitta Coffee Machines, Miele Washing Machines and Dishwashers,  Philips Purifier Fan Heaters, and Samsung Fridge Freezers,  Tumble Dryers, Washer Dryers and Washing Machines.