Topline: Brand Identity

Topline is the retail brand name owned by Amalgamated Hardware, an Irish buying group with member hardware stores throughout the country. Topline was a disparate, largely unknown brand used inconsistently by some of the group members. In the current changing and competitive hardware sector, the Topline brand identity system needed to be developed in order to position its members with a more competitive edge.

Extensive sector research and member interviews, as part of this project, confirmed those views. The member stores were originally established as builders merchants, in the current climate they must move to also being hardware and homeware retailers — a big challenge!

BFK developed a new Topline brand mark incorporating a tick mark. This reaffirms the name as ‘the best’, proactive and getting things done. We chose out-of-category colours vibrant purple and green to set Topline apart from its competitors.

A key element of a Topline members' business is trade customers. So we developed a Topline Build brand mark in black and green for this distinct customer group and differentiates the trade and retail side of the members' service offering.

The equity in each member's name on a local level was recognised and careful consideration was given to the relationship between the Topline brand mark and member name, as shown in the concept sign below. We devised a naming strategy for members to ensure consistency across all Topline store names. Solving this problem was a crucial part of the brand identity project.

The roll-out of the new brand identity system will include external and internal signage along with point of sale applications. The first new Topline store is due to open in Longford in early March 2008.