O'Reilly logo

LogoLounge 6 by Bill Gardner, Catharine Fishel

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

(RAY)
Job:08-20331/20788/21373 Title:RP-Logo Lounge 6
#175 Dtp:223 Page:62
056-069_21373.indd 62 9/23/10 10:26 AM
62
LogoLounge 6
(Text)
Empik has sixty years of experience in the Polish market as a leading media
and entertainment retailer, with 103 multimedia stores in Poland and 24
stores in the Ukraine. It offers an impressive selection of books, record-
ings, films, multimedia, stationery, and photo items—but so do many other
international competitors such as Amazon, which in 2008 and 2009 was
making serious online inroads into the Polish market.
Despite its many offerings and specialized knowledge of the Polish con-
sumer, Empik’s existing visual identity and in-store experience did not
correspond with the age of the Internet. Its stores were overloaded with
goods, and customers often felt disoriented and tired after shopping—
some described Empik shops as “warehouses”—and said they would
rather do their shopping online and at home. This less-than-positive experi-
ence was causing customers to lose their loyalty to a historic and cultural
brand that they had long been faithful to.
The Polish design studio BNA (Brand Nature Access, of Warsaw) was asked
to help Empik reestablish that connection in a modern, intelligent way that
would, over time, help Polish consumers fall in love again with the brand
and feel more attached to it than they would any outside interloper. BNA
felt it had a solid case in establishing its client as the go-to brand: In 2008,
eBay had been driven out of the country by the already established Polish
brand Allegro. So, BNA knew that cultural loyalty could be an effective tool
in the redesign.
The original Empik logo was difficult to explain, says BNA president,
Mariusz Przybyl.
“It was very old fashioned, and not in a good sense. And the brand had
nothing to do with being vintage. The logo showed a ball going through
the lettering of the name, like it was some sort of magic or fantasy. It was
strange, but it was also very characteristic. Many people recognized
it—about 96 percent of Poles recognize the Empik brand—but the logo
offered no suggestion of what the brand was,” Przybyl says of the thirty-
year-old mark.
The new Empik logo, by BNA (Brand Nature Access), Warsaw,
Poland
The original Empik logo had outlived its usefulness. But as about
96 percent of Poles recognize the Empik brand, it had exceptional
equity.
Design Firm
BNA (Brand Nature Access)
Empik
Identity Redesign
Client
Project
Many people recognized it—about 96 percent of
Poles recognize the Empik brand—but the logo
offered no suggestion of what the brand was.
(RAY)
Job:08-20331/20788/21373 Title:RP-Logo Lounge 6
#175 Dtp:223 Page:62
056-069_21373.indd 62 9/23/10 10:25 AM

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required