QVC has unveiled a new visual identity, logo and a new app for iPhone devices, designed to enrich the video-based shopping experiences QVC offers, particularly in the mobile platform.
“Consumers have embraced QVC as a leading digital destination for product discovery and inspirational shopping, and our new brand identity and video app reflect this reality,” said Mary Campbell, chief merchandising officer, Qurate Retail Group, and chief commerce officer, QVC U.S. “More than 80% of new customers are coming to QVC U.S. via our digital platforms. Customers recognize that our apps and website offer highly appealing products at great values, brought to life via compelling stories, vibrant personalities and personalized content.”
The new logo combines a square representing the many screens through which customers connect with QVC, a circle reflecting the constant conversation QVC creates with and among its customers, and a line echoing both an open door to a vibrant community and the handle of a magnifying glass that stimulates discovery. The result is a reimagined “Q” in a sleek, mobile-friendly format and color scheme that underscores QVC’s mobile-first, social-first approach to video shopping, the company said.
QVC’s new app, Q Anytime, complements the flagship app with an expanded, ever-changing feed of shoppable videos, presented in five to eight minute segments, available on demand. By tapping a video, customers can buy a product or get more details. Customers can also customize their feed by category or build a playlist by liking videos.
Currently, Q Anytime draws videos automatically from its library of live and on-demand video content, with new videos added every two hours. Over time, QVC plans to offer original content, episodic series, and other extras on the Q Anytime app, all tailored for the mobile audience.
QVC’s new brand identity is launching in the U.S. and will launch in QVC’s international markets later this year.