QVC overhauls brand identity, launches new app

By

Robin Driver

Published
Feb 6, 2019

Qurate Retail Group-owned shopping network QVC has revealed a new visual identity and logo in line with the growing importance the company is placing on its digital channels and has also launched its Q Anytime app for iPhone.
 

The company’s new logo features a “Q” combining a simple square, meant to represent the screens through which QVC’s customers interact with the retailer, a circle suggesting continuous conversation between QVC and its fans, and a line intended to be interpreted as either an open door or the handle of a magnifying glass, carrying connotations of community and discovery.
 
The logo’s shape and color scheme are designed to be clean and mobile-friendly, an aesthetic decision which is also reflected in other new visuals already being used across QVC’s platforms. Photography, for example, is now being shot to be more appealing on a small screen, aiming to be “intimate and candid, with rich details and organic patterns,” while music and copy is intended to be “playful and spirited.”

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Video content is also being shot more casually, featuring unexpected angles, close-ups and movement, while new studios mix urban and suburban environments to
 
“Our brand identity is a visual manifestation of the evolution of our business and our customers,” explained QVC’s vice president for brand strategy Susan Ripke in a release. “We're creating friendly, inclusive environments in digital that invite customers to engage more deeply with us, especially those who are getting to know us for the first time.”
 
Indeed, QVC is becoming ever more focused on digital: as pointed out by Mary Campbell, chief merchandising officer at Qurate and chief commerce officer at QVC US, over 80% of new customers arrive at QVC US through its digital platforms, while 60% of the retailer’s sales are now carried out via e-commerce and two-thirds of these come from mobile devices.
 
As a complement to its existing digital channels, and especially to its flagship application, QVC has also launched its new Q Anytime app, based around an on-demand shoppable video feed.

New videos are uploaded every two hours with each clip lasting around 5 to 8 minutes. App users can customize their feed with different categories or create playlists, and QVC is currently planning to create original content and series for the platform.
 
QVC’s rebranded logos and visuals have already launched in the US and will roll out in the retailer’s international markets later this year.
 
The Q Anytime app is now available to download in the Apple App Store.