For the first time in its 14-year-long history, Russia’s biggest network of mobile shops is about to rework its brand identity. According to kommersant.ru, Evroset will change its brand color scheme and introduce a new symbol to its logo—the yellow terrier.

Image: www.euroset.ru

That is to say, yellow will still remain the key color of the brand. The other colors used in logo are white, black and blue. The typical schemes for the shop signs will be yellow and white (brand name written  in white on the yellow background) or black and white (brand name written in black font on the white background).

According to Owen Hughes, CEO at Wolff Olins agency working on the new brand identity for Evroset, the current rework is aimed at refreshing the retailer’s image since the vendor of the cutting-edge mobile equipment has to appeal to the individual consumer with its up-to-date look. The previous brand identity created 14 years ago was designed with the business consumer in mind and is visually outdated now.

Evroset that owns over 4,000 shops in the Russian Federation, is about to spend about 3,2-4 blrd. roubles on on the overhaul ($111,1-139 mln) and expects 10-20% rise in profits resulted by the presentation of a new identity. About 2,000 of the network’s points of sale are to get the new branding in 2011, while the rest will be redecorated by the end of 2012.

The new branding is already available on the retailer’s website at www.euroset.ru.

Logos: before and after

Image: www.kommersant.ru