QVC recently unveiled its new logo and “Q Anytime” iPhone app as part of a rebranding effort to improve its digital shopping platforms, writes Jeff Blumenthal for the Philadelphia Business Journal.

The changes are taking QVC further away from its television roots. Nowadays, more than 80 percent of the company’s new customers come to it through its digital platforms, while 60 percent of its sales nationwide are now through e-commerce.

The company’s new logo combines a square that is the many screens customers can use to connect with QVC. The circle represents the constant conversation the company creates both with and among its customers, and the line is an open door to the shopping community, along with the handle of a magnifying glass that implies discovery.

The company describes the reimagined “Q” as a “sleek, mobile-friendly format and color scheme that underscores QVC’s mobile-first, social-first approach to video shopping.”

Read more about QVC’s rebranding in the Philadelphia Business Journal here.

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