I have been keeping an eye on this thread since it started and am impressed with some of the contributions. I agree with what some of you are saying about keeping it simple and not too fancy.
I am not saying OcUK is having a total rebrand but looking at a company that has recently might give you ideas.
As a prime example of a total rebrand which has had a massive effect on the company is Morrison's. They are raking in the money and are Retailer of the year for the second year running with more and more customers new and old (some returning from shopping at other supermarkets) coming in and choosing a more range of fresher food at great prices.
You have or may not of heard about the rebranding that started 2 years ago. Going from a yellow and black logo that used a sharp and angled font with the catchline of 'The very best for less' to a smooth rounded font with more muted colours to match the new catchline of 'The fresh food specialist for everyone' and the fact the new colours are green and yellow to run in tandam with the 'fresh food' part of the image.
At first we (I work for them) thought it looked pants and was old fashioned but as the new logos, packaging and uniform was filtered into the stores it all grew on us and we now see the new image as a great decision. Yes, it probably took 2 years with some people sat around a table with bloated paychecks to come up with the new 'Image' at a cost of Millions but it worked and has had a profound effect on the company.
All it took was a new font, one for the logo and one for general use, two new colours (the yellow now is a more fainter, pastel colour) and a new catchline or tag line as some call it.
The new logo didnt vary much. Its still the same concept. A big M on a circle with Morrison's underneath. Here they are.
Old logo.
New logo.
As you can see not a great deal of difference. The aimed at making the company less tacky/cheap and replaced with a more fresher look. This 'fresh' look wont do OcUK anygood but if they are going to rebrand it with new logos or even a new catchline then keeping it similar to the current one will work better. The only thing thats not going to be easy is to change the direction in which the company wants to go. Obviously they want to grow bigger and maybe expand but what else can they offer to the world other than 'The best performance hardware'.
Can you think of anything that could help OcUK win more customers and get as big as
No Competitors! ? If they wanted too that is. I'm sure Spie would gladly listen to any ideas to go along with the new logo he wants you to do.