On September 6, Confused.com, the leading price comparison site launched its new logo and brand identity, created by brand experts Thompson Brand Partners.

Experts in saving their customers money, over the years, Confused.com have become known for Cara, their singing icon who featured in TV advertising, and for recent Nectar points campaigns. However, in a crowded marketplace, Confused.com made the decision to reposition and rebrand.

A new campaign with the intention of repositioning the company in the consumers’ minds was launched in June 2013, starring BRIAN the robot who is ‘on a mission to save the UK money’. The brief was to create a modern logo and identify which better reflects how technologically advanced both the business and ‘BRIAN’ are, whilst also being distinctive and identifiable enough to help the brand stand out from its competitors.

Thompson’s solution began by removing the ‘Cara’ character from the logo, allowing for the brand identity to become flexible. Introduced during the high profile Britain’s Got Talent live shows, Thompson Brand Partners created the new logo and brand identity in addition to a new website that worked to compliment BRIAN the Robot (created by Publicis London). The new logo features a thought bubble to hold the ‘.com’, referencing the expertise and thinking of these comparison experts. The brand, containing a new set of digital texture, along with a fresh, new colour palette and a substantial set of bespoke photo-real images to bring them all to life, has now been rolled-out across the website, corporate materials and the marketing campaign.

Joby Russell, Confused.com’s marketing director, has said; “The new branding has given us the image we needed in order to reposition ourselves as experts and market leaders. We were the first to market with comparison technology and we continue to innovate. The identity that Thompson created is modern and slick to reflect that, and we’re confident that it will grow with us too.”