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Wilkinson – A Big Brand Let Down by Poor Typography

They have seemingly filled the gap on the high street left by Woolworths. Wilkinson has become a household brand in the purest sense – whether you need a bucket or some baby wipes, some wallpaper or gardening tools, they stock a wide range of household goods at a cheap price compared to the more specialised retailers (Boots for baby items, B&Q or Homebase for DIY, the usual supermarkets for household goods.)
It makes sense to highlight this versatility in a marketing campaign and even more so on their delivery vans for the mail order side of the business. But whilst their online appearance seems to be professional, with attention to detail (such as this 404 not found page design), their lorry advertising is just plain awful.
It’s not only the forced justified type that causes huge gaps between some of the words and looks dubious, it’s the inconsistency in the use of the singular or plural that follows no rule or reasoning. It’s a nice concept, but the execution lets it and the brand down big time.

wilkinson brand identity
A clean, simple logo…

Wilkinson-truck-typography
… spoilt by poor typography.

Wilkinson-truck-typography
Jarring even in the dark..

Wilkinson-404-fun error 404 message
That’s better! Makes you want to get to an error 404!

The concept has been visualised by other stores in a more sophisticated manner. John Lewis’ tissue paper shows outlines of all sorts of products, and Bob Gill did the concept of visualising ‘we do all sorts of things’ many, many years ago in a poster that showed the goods of a department store arranged to a nearly out of context graphic with the interest kept by ignoring the actual scale of the items and arranging them, no matter what their real size, next to each other.
It may be that the back of a van does not make or break a brand, but poor typography does reflect on the professionalism and attention to detail of any business (even if Wilkos could have done worse – they could have used Comic Sans)….

Brand Identity, graphic design, typography

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