The platform bol is saying goodbye to the last part of its name. Whereas nearly 25 years ago bol still had to make it clear that it was an online store, this is no longer necessary. The corporate identity is also getting an update, with more playful design and use of color. The first campaign in the new style is the living campaign, which can be seen from October onwards. The brand update will be gradually implemented in all communications over the next few years. The old visual style will also continue to be seen regularly, for example on packaging, as these are not simply discarded.
Boukje Taphoorn, Chief Marketing & Sustainability Officer at bol: “We are now so much more than a website, also an app and active on social media channels. We feel more bol than bol.com. And more importantly, customers already call us that. It is already used informally; we are now making it official.’
Visual identity adjustments
Not only is the brand name changing, but the visual style has also been subtly adjusted. Among other things, this is reflected in more playfulness in the typography, photography and an expansion in the use of color. The recognizable blue remains. Customers will see the new visual identity in the app, on the website, in campaigns, on the gift card and on packaging, among other things.