The UK brand Which?, known for its product testing, reviews and advice, has undergone a major refresh.

The new identity, led by ODA, has been initiated as a way of shifting brand perceptions of Which? from merely a destination for product reviews and white goods to a “dynamic brand with a much bigger role to play in providing answers to everyday questions”. 

The new logo features a red ‘masterstroke’ that creates space between the word ‘Which’ and the question mark to encourage customers to “fill in the gap” – alluding to the idea that Which? can be depended on for advice on a range of topics.

Elsewhere, a new colour palette was chosen to “create coherence and drive brand recognition across multiple channels and applications”, while helping to signpost website content, according to the brand. 

The refresh will appear in a nationwide campaign developed by Brave Spark, as well as in a series of activations called Home of Answers, which features giant OOH QR codes placed in various spots around London to help passers-by with their most pressing questions – for instance, how to appeal a parking ticket.

odabranding.com; bravespark.com