Archies changes logo to make the brand contemporary

KOLKATA: Greeting and gifting major, Archies Ltd has unveiled a new logo to make the brand more relevant amongst the target group of consumers in early teens to mid 40s.

Archies says the logo change is to make the brand relevant to customers to ensure that it is not the same brand with whom their parents grew up with. The logo change will also involve a change in store decor and retail experience. However, the logo change will not involve any change in the brand's tagline of 'the most special way to say you care'.

The new logo has both the colour red and the heart, which the company says will help them communicate better with consumers, who today fall into various categories.

"The new look Archies will reflect in the stores, which will have a brighter, fresher look. The stores will sport the new logo and exude warmth, with the liberal use of the new house colours, in decor and internal signages. The attempt is to communicate to the customers that the Archies store is the fresh, new, rejuvenated kid in town," the company said in a press release.

Till 3 pm on Monday, the Archies stock went up by 3 per cent at Rs 25.45 in the Bombay Stock Exchange.