HMV, the high street retailer, is launching a re-branded identity and logo, its first major image overhaul in more than 15 years.

A strap line called "get closer" will officially be unveiled later in the month, and Nipper, its longstanding dog and gramophone emblem, will be used as a stand-alone ident.

Graham Sim, marketing director for the UK and Ireland, says the new design is an evolution for the brand and is designed to give customers an emotional attachment. "We want to say no one gets you closer to films, music and games," he says.

A new press campaign in its "My Inspiration" series of ads will feature Elvis Presley in the new style and will break in the Observer newspaper on Sunday. Sim says he is looking at extending the My Inspiration idea for use in a Christmas campaign.


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Posted:  19th. August 2007