Best Buy : launches refreshed branding, logo

John Vomhof Jr.Staff Writer

We've accomplished a lot at Best Buy over the past five years. The turnaround is over, and we're focused on the future with our Best Buy 2020 growth strategy.

As we focus on enriching people's lives through technology, we're expanding what we sell and evolving how we sell it. And now our brand's evolving, too.

[Attachment] Our new marketing strategy, which launches May 9, celebrates our new rallying cry: 'Let's talk about what's possible.' It tells the story of our Blue Shirts and how we, as a company, aim to be an inspiring friend who helps customers understand what they want to do and how tech can help them achieve great, new things.

The creative elements of the refreshed branding include an updated Best Buy logo and a new look and feel with updated colors, photography and conversational language. It's all designed to highlight our culture, our expertise and our talented employees.

'Telling the story of our people - and how we make a meaningful impact on customers' lives - is at the heart of this work,' Best Buy Chief Marketing Officer Whit Alexander said. 'Our people are our insurmountable advantage.'

A modernized logo

For the first time in almost three decades, we've updated our logo. It's now more modern and easier to read, especially in today's digital world.

'Best Buy' still appears in bold, black font, but now it resides outside of our signature yellow tag. The tag serves as graphic punctuation and a visual connection to our history.

'The updated logo is true to our heritage, but it's really cleaned up,' Whit said. 'It's an evolution toward the future, and we're really excited about that.'

The logo already appears on BestBuy.com and in digital ads and TV commercials. Soon you'll see it on uniforms, shopping bags and signage too.

Real conversations

New TV commercials and digital videos will debut on May 13. They focus on the Best Buy shopping experience, not just the products we sell.

The commercials highlight the Blue Shirt's role as an inspiring friend who helps customers solve their needs and discover what's possible with technology. The ads focus on the conversations between our Blue Shirts and our customers. The products are the payoff at the end.

The ads were shot in black and white, with the only color being the bright blue of the Best Buy employee's shirt. The products, meanwhile, were shot against a bold, blue background.

'We have a great story to tell,' Whit said. 'The core of what differentiates Best Buy vs. everyone else - and makes us awesome for customers - is that we understand your unique needs and how tech can enhance your life.'

The commercials were directed by Academy Award-winning director Errol Morris.