Woolworths’ Masters logo designed to resemble power tool drill bit
The name for Woolworths’ new hardware retail chain, Masters, was chosen because it stands for strength, intelligence and artistry, according to its designer Hans Hulsbosch, who also worked on the Woolworth’s rebrand in 2009.
The Masters Home Improvement logo, an italicised letter ‘M’, is meant to look like the drill bit of a power tool, he explained to Mumbrella. The name was chosen over a number of options, including Jobos.
“We wanted the name to be simple, strong and contemporary, one that would appeal to both sexes, and a logo that would work as small as an iPhone app or as big as a football field,” said Hulsbosch.
That logo looks old-fashioned and the M logo isn’t exactly easy to remember. It looks like a claw to me, or maybe blue waves. Either way, I’m sure Woolworths paid dearly for this design (which looks like it was done by a teen in the 90’s)
The 2009 woolies logo is one of the worst modern corporate logo rebrands. Directly responsible for part of the slippage of woolies as a brand vs coles.
So heres another neologo from the same shop.
Same result – a negative for the brand. Way too avant and soft for these mega household brands. And that tagline – useless. bunnings crushes this.
Does this just mean that they realise they are screwed?
A very poor effort with name and logo – perhaps they could have called the store Tools to reflect those who worked on the name and logo project!!
The Masters Home Improvement logo, an italicised letter ‘M’, is meant to look like the drill bit of a power tool, he explained to Mumbrella.
If it needs to be “explained” then it has failed as a logo. Clearly, this latte-sipping metrosexual hasn’t seen many drill bits.
Personally, I can’t see an “M” and the swirls remind me of the Sydney Opera House.
goodbye corner store hardware. welcome short term price competitiveness and long term market manipulation !
Dolphins
Oh shut up… it’s fine. (And I don’t work for Hulsboch.)
Logos take on meaning and significance over time.
As long as they’re not batshit to begin with (which this one isn’t) then it’s what the company does that imbues the logo with meaning.
At first glance before reading the story, I thought the logo was meant to represent the Sydney Opera House.
More competitibve mediocrity on the shelves?
quite like it – masters font is pretty boring, but hardware is a pretty basic thing. Can see it working at pleb sports events for the masses.
I think the screw is a message for Bunnings – you can’t hammer a screw.
Hulboch are a very very good design agency. Logos take on meaning over time. I like this, as I liked the woolworths one. They seem to get design and brand. Nice work.
@ jerry’s
On what basis is the corporate rebranding of WW in 2009 responsible for the “brand slippage” versus Coles? That sounds like complete (speculative) horseshit to me.
If their range and prices are competitive or superior to Bunnings, the logo won’t matter, people will come regardless. If their range and prices are sub-standard, the logo won’t help.
Talk about having the wrong conversation.
This has a bit of female appeal to it. Interesting for a hardware store.
I thought the logo was a stylised W like the apple in the Woolworths logo. My first thought was they were being consistent across brands.
The blue is an interesting colour choice. The logo is reminds me of a plumbing store. I would have thought red would have been more reflective of hardware. The mock up logo, one of the junk news shows did a while back of a hammer on a red background with the name Hammers was awesome. Maybe they could have save money and time and just used it and name instead.
God, does anyone believe that Woolworths or Hans Hulsbosch cares what the commenters in this thread think? But I must admit to enjoying some early morning Mumbrella vitriol! The logo is ok… and no, I don’t work for either companies.
Looks like blue fake fingernails for a stripper.
The logo is too soft and the font is boring – i think they’ve made it TOO feminine in their attempt to appeal to both sexes. On another note, I wonder whether Bunnings will bother changing its awful catalogues now…does anyone actually look at those stupid line-drawing pictures they insist on using? And why bother even having a catalogue when they sell themselves on never having a sale?!
Alison F is the only one who really gets it.
Alison F – I do think that Woolworths cares what other people think. At least they seem to care what Coles thinks.
They have been so busy copying Coles with their boxing glove rip off of the “down down” campaign and the Margaret Fulton rip off of the Curtis Stone ads that all anyone needs to do is write their name as “Coles” and Woolworths will copy their suggestion within minutes.
I think they should rename their hardware stores “Wunnings”.
I’m consistently amazed by the negative, downright petty attitude of the people on some of these posts. Anyone else get the feeling there are some people in this thread who’ve had THEIR ideas rejected by Woolies, and now see fit to criticise? Boo-hoo.
As a consumer (and client) I think this is great. And I did get the “M” and the “screw” as well. It’s not that hard (which could be why this irritates people so much – simplicity will often do that).
As for the comment about the logo and Woolies market-share, that’s about the longest bow anyone could ever draw. You clearly have no commercial acumen…
I have a 53000 mtr sq block of land in Tamworth,would Masters like to us it
its just down the road from Bunnings new store.
What Darren?
The internet is about freedom of thought and new ideas.
People are allowed to be negative. Goodness me – your last paragraph was negative enough.
Lighten up or go and live in North Korea. I believe the whole internet idea has still not caught on there yet.
Interesting Woolies didn’t ask their ad agency to do the brand.
Tim would make a great carpenter, he hit the nail on the head.
Coles have advanced on WW because they have finally made meaningful decisions. After watching WW run away with the prize for so long, at last some action.
Too many staff, too many decision makers, too many outsiders = too much indecision. That’s all behind them and off they go into the distance. Goodbye Woolies!
The logo? I like it and over time it will germinate.
I thought it was the sails of the Opera House – if i was the opera house I would be commencing legal action
Chris – advertising agencies should not create identities, brand strategy, or just do positioning work or design.
Long term brand strategy is just not their core thing.
Ad agencies should make campaigns that build up to what that brand wants to stand for and what it should ultimately represent – consumer equity.
@Anonymous 2.03pm
The Internet is also for hiding behind an alias…
– I’m not sure @Anonymous what part of my post was confusing, do let me know whatbpart I can clarify for you. I get the sense you require more explanation than most.
Cheers!
Price matters in this ever increasing brand free (when it comes to certain products / retailers) world.
Right price and decent online user reviews; it doesn’t matter what the logo looks like sometimes…
I think it is about time a jovial retailer set up an horribly named store with an awful logo made in paint; just to prove that sometimes it has NOTHING to do with a poxy logo.
In this ever changing world where retail and media is fragmented and fragmenting further; the people want quality service and value for money.
Best regards,
Not B&Q
(Not to be mistaken with: Aromatic Drills on Toast) – logo coming soon…
I’m just glad that there is a big box brand taking on Bunnings. Man they need to be shown what customer service is really about. So far bunnings has had it real easy with no competitors, now they’re going to feel it.
Oops quality product too…
To Daniel: Woolies taking on Coles; nothing new there mate. What would be refreshing is a hardware only firm rising and taking them on. Buntings staff are great I feel…
Not much work in the typeface. Looks scarily like they forgot to change from Myriad Pro when they used the text tool in Illustrator.
I actually prefered the name of “Jobos” and the tag line would be “Jobos for Yobos” a perfect fit!
Looks like a pool shop.
Sometimes I have to wonder at big agencies and their brand efforts, this logo reflects the opera house and sailing, not DIY. Its a shame as the gap in the market for Woolies is huge!
So this is the reason Woolworths haven’t any fresh food like they are claiming. Obviously spending to much time creating this logo which clearly wasn’t that hard.
Woolworths is the best company in Australia by a long way.
You need to understand competition, management, share prices and all the bits and pieces of a company, not a logo.
A very smart and effective marketing strategy. Just wait and see how successful this wii be
Shame about this article is that it’s all about a logo and not about the brand and therefore comes under highly subjective feedback. Brands. Not logos.