Designed for Life
GoodmansThe Challenge
Goodmans is a proper heritage brand. For over a century, its design, engineering and everyday presence have built genuine consumer trust and affection. For children of the 70s and 80s, there’s even an element of nostalgia, such as the vivid nature of those ‘hi-fi for Christmas memories. Our challenge, therefore, was to turn that brand history into a vibrant brand for present and future.
We started with research – to what extent does the brand resonate with today’s consumer? How does it land with those younger demographics who don’t remember it? And what can that tell us about how the brand identity needs to evolve, in order to develop and grow its contemporary profile?
The Services
The Creative
Armed with our insight, we set about delivering the creative. From Argos catalogues to vintage posters, we looked at everything that had come before, and sought to strike a balance between value and quality, accessibility and trust, all the while reinforcing and building upon the things that make Goodmans, Goodmans.
We began with the mark itself. We refined the logo to feel both familiar and modern; its gentle curves provide a softness that provides a foundation for a broader visual language, shaping movement, composition and form throughout the brand. The distinctive line pattern – a design motif found throughout Goodmans’ graphic history – was reinterpreted as a distinctive graphic element that connects past and present. Combined with curved typography drawn from the geometry of the logo, it creates a cohesive and recognisable design system adding depth and continuity across every expression of the brand.
The result is an identity that celebrates a century of heritage while positioning Goodmans for the next one.
