DC Thomson Shop rebrand

One of the biggest projects in 2018 as part of my day job at the DC Thomson Shop, was to work on the rebranding and relaunch of the shop’s identity.

Having worked with the existing identity for close to three years I knew the strengths and weaknesses of the brand and the areas it needed improvement. One such area was the flexibility of the logo – the new one had to be able to be used in a variety of scenarios on and offline.

Having worked on developing several block type concepts that were close to the original, a very short consultation process with Aberdeen based Fifth Ring, took the project in a fresh direction along with a comprehensive colour pallet and a great new tagline.

Using one the house typefaces I’d been working with, we started looking at having the logo feature a script typeface. After the consultation, I spent dozens of hours of editing characters, curves, tracing the letters by hand and adjusting the characters point by point to get eventually get us to the branding below.

The final logo family, gives the shop enough flexibility to be used for landscape or portrait purposes while still be recognisable.

Finally, I put together several short videos for the new identity and the website, focusing on the heritage of the company, the ease of the new site and the new branding.


© DC Thomson Ltd.




All work pictured above is owned and © DC Thomson Ltd 2018.
All rights reserved.


Skills: DC Thomson Work, Portfolio