Confused.com, the leading price comparison site has launched a new logo and brand identity, created by brand experts Thompson Brand Partners. The pioneers of price comparison in the UK, Confused.com are experts in saving their customers money. Over the years they have become known for Cara, their singing icon who featured in TV advertising, and for recent Nectar points campaigns. However, in a crowded market place, Confused.com made the decision to reposition and rebrand.
A rebrand campaign was planned to reposition the company in the minds of consumers, which featured BRIAN the Robot who is on a mission to save the UK money. The campaign was launched in June 2013 during the high profile Britain’s Got Talent live shows, alongside a new brand and website. Thompson Brand Partners created the new logo and brand identity that worked to compliment BRIAN the Robot (created by Publicis London).The brief was to create a modern logo and identity, and one that better reflects how technologically advanced the business and BRIAN are. It also needed to be distinctive and identifiable to help the brand to stand out. Thompson’s brand solution began by removing the Cara character from the logo, to give flexibility to the identity. The new logo features a thought bubble to hold ‘.com’, referencing the expertise and thinking of these comparison experts. A set of digital textures were created, along with a new, fresh colour palette and a substantial set of bespoke photo-real images to bring the website to life. The brand has been rolled-out across the website, corporate materials and the marketing campaign.Joby Russell, Marketing Director at Confused.com, said of the rebrand, ‘The new branding has given us the image we needed in order to reposition ourselves as experts and market leaders. We were first to market with comparison technology and we continue to innovate. The identity that Thompson created is modern and slick to reflect that, and we’re confident that it will grow with us too.’ Ian Thompson, Creative Director at Thompson Brand Partners, says, ‘Our brief was
to create something a little bit more grown-up. Confused.com has been around for over ten years and was the first of the comparison sites, so we wanted to bring the brand to a much more grown-up position. We used the thought bubble to make a positive out of the negative of confusion. It’s not about a person scratching their head any more.’