K-Arvutisalong or Klick is a network of computer and parts selling shops in Estonia.

This is another example of rebranding done poorly. New logo (on the right) was made in Euro RSCG Idea and since then the success of these stores considerably lowered. It was a joint fault of the rebranding and “effective management”.

The target of this rebranding was modernization, bringing the brand to the modern standards and it failed :). The old logo looked like it was made in Word (I bet it really was), it was cheap and effective – a brand everyone knew for their low prices, accessible shops and rapid growth. That spread knowledge of that K-arvuti is (as it was called in a short way) was the main reason for such success of the network and then the old brand got replaced by new Klick-word with a O on top it was a bit of a shock for consumers. People couldn’t find the usual shop they used to buy their cheap computer related products. On usual places they suddenly found a place with fancy logo and strange interiors that was more of a premium brand electronics shop. And then consumers forgot about K-arvuti.

From then Klick tried a lot of different stuff. Making a new e-shop, calling themselves a Klick Arvutisalong, using the same color schemes as in old corporate identity. But everything failed and now they are just a computer store with big debts and a possibility of going out of business.

So the biggest mistake in all of this was making a new brand. Instead of it Klick should have thought of just refreshing it’s old identity and I believe they wouldn’t be in such a mess.