Cruising through "typography, typos & design"

Another corporate logo update – Sears

Written by catpaw

August 27, 2016

I’ve seen a bit of chatter this week about Sears’ new logo so I decided to wander yonder and take a look. Here’s the old:

 Sears logo 1994 2004

Ok, yes, the new logo is better. Sears went with a clean, simple font that is nicely spaced.  At first I was underwhelmed:

New Sears Canada

After seeing the two on the screen, side by side, I have to agree, it’s quite an improvement. The new logo is far easier to read, especially on a computer screen. The old blue logo was a neonesque nightmare on computer screens. So this is a nice move. It remains legible on small screens unlike the previous blue one which was a nightmare to look at.

I don’t think there’s a Sears in Toronto anymore, they’ve pretty much gone the way of the dodo in Canada and I doubt this logo is really going to help much. The thing is, when I think of Sears I think of a place my mum shopped  … and I’m in my 50s. The old logo screamed outdated and stodgy. Not that my mum is stodgy … this entire paragraph just didn’t come out right.  Apologies to my mum. At any rate, Sears feels old and tired – nothing about the store or their new logo has that come hither feel to it. The company has way too much baggage for a logo to make any real impact.

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