Best Buy Dropping Sales Tag in Rebranding Campaign

Best Buy is launching a new branding campaign (dubbed “Best Buy 2020”) that includes the first corporate logo update in nearly 30 years.

The best Buy letters are now separate from the yellow sales tag, underscoring the consumer electronics retailer’s embrace of multilevel access via physical and e-commerce storefronts.

“The tag serves as graphic punctuation and a visual connection to our history,” said Whit Alexander, who was promoted to chief marketing officer last year.

The campaign, which began May 9, is designed to drive home the fact to consumers that Best Buy is enriching people’s lives through technology, according to Alexander.

“Telling the story of our people — and how we make a meaningful impact on customers’ lives — is at the heart of this work,” he said.

The updated logo already appears on and in digital ads and TV commercials bowing May 13.

The 30-second TV spot features a Blue Shirt helping a customer by explaining what’s possible with technology. The ads – directed by Oscar-winning documentary director Errol Morris – focuse on conversations between Blue Shirts and customers with CE products the payoff at the end.

Best Buy, which has been headed by CEO Hubert Joly since 2012, is attempting to remain relevant in the e-commerce (read: Amazon) era.

The retail rivals last month announced a deal to bring the next generation of the Amazon Fire TV streaming media player/app to smart TVs in the United States and Canada. Best Buy will launch a series of 4K UHD and HD Fire TV Edition models featuring Alexa voice-recognition software from house brand Insignia and Toshiba, beginning this summer.

“We have a great story to tell,” Alexander said. “The core of what differentiates Best Buy vs. everyone else — and makes us awesome for customers — is that we understand your unique needs and how tech can enhance your life.”