The introduction of the new branding coincides with the company's release of its new shopping app, Q Anytime. From an Adweek article on the redesign: “Susan Ripke, QVC's vice president of brand strategy, said that the logo refresh—the first in eight years—is a part of the brand's ongoing progression to becoming a internet-friendly space.
The square shape that's a consistent presence in the new branding is intended to resemble a computer or a phone screen in a nod to those digital spaces. The lever of the Q, Ripke said, is supposed to symbolize an open door.”
Read more details at the following site: