Losing Face

I'm all for removing dickheads from companies but the re-brand for Dick Smith Electronics seems a bit light on personality.



I worked for the company for a short time and I was aware of a sort of identity crises as they tried to move away from hobby electronics kits and components towards retailing computers and home theater equipment. I think the new branding reflects that well but the trade off seems to be losing a face and an image that still has a great deal of currency in the local market.

The re-brand was done by Hoyne Design who were also responsible for updating the ‘Captain Snooze’ brand.

There’s a discussion of the re-brand and a review of the new logotype at Brand New.

Richard Pendavingh

Photographer, designer and weekend historian. Editor of The Unravel. Writes about design, tech, history and anthropology.


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