East Anglia: Past meets present at Glasswells unveils new look

A FURNITURE store chain’s new logo recalls its small beginnings in a Suffolk street more than 60 years ago.

Glasswells, which has two large stores in Ipswich and Bury St Edmunds, and smaller ones in Haverhill and Saffron Walden, is looking forward as well as back with a fresh new corporate identity.

The logo is based on its very first shop sign from 1946 when the firm opened in Brentgovel Street, Bury St Edmunds.

It uses a similar type style, but the logo has now been transformed into a contemporary design with a light grey colour and slogan – more choice, more style, more you – to reflect the store today and its 2012 ranges.

It will be rolled out gradually across all parts of the business starting with new look advertisements, and with new store signs coming soon.

The same design, with different secondary messages. will also be used for Glasswells Removals, Glasswells Storage and its contract flooring and furnishings department.

A series of icons has also been developed to help communicate the wide range of departments on offer under one roof. Each icon represents a different department such as cookshop, gifts, curtains, lighting, rugs and carpets.

Glasswells, still a family company, has grown from a furniture and carpet shop into a large department store business offering furniture and accessories for every room, as well as gifts, cookware, linens and a restaurant.

Managing director Paul Glasswell said: “Our new corporate identity really helps to portray everything about Glasswells today. We offer an unbeatable shopping destination, one with experts in each department to help when needed.”