MODE designed the QVC identity to act as a primary component in the network’s newly developed on-air package, produced by Imaginary Forces. The primary goal of the rebrand was to broaden and refocus QVC’s target audience. The identity needed to be refreshing and contemporary and work in a number of applications, most importantly on-air. The concept of gift giving acted as the basis for the mark, with the “Q” letterform abstractly representing ribbon used in giftwrapping, aiming to highlight the experience and excitement of unwrapping a package.