Sears may be a well-known department store, but their logo and type just screams out "boring". I believe that the company has changed their logo three times since the department store first opened. In my opinion, all three attempts failed. In their first logo, they used a typeface that has serfs (I think it was Times New Roman). The font color is white against a blue rectangular block. For their second logo, they got rid of the blue block and serif typeface. However, for this logo, they used all caps and italicized it! I understand that they italicized it to model a more casual style of handwriting. However the combination of all caps , italics, and bold letters made it really hard to read-- not to mention plan. The current logo for Sears stuck with the sans-serif typeface and got rid of the all caps. They also underlined the logo in red. I will admit, it is easier to read than the previous one. But the logo still falls flat.
When I see their store and logo, I think of how my grandmother would probably go in there to shop. By this, I mean that the logo and type does not reach out to the younger audience. I do applaud the company for trying to modernize their logo. But in order to boost their popularity with the younger crowd, their logo and typeface needs to be way more creative.
I agree, this logo lacks anything creative or eye-catching. The typeface is boring, the white lining in the letters is unnecessary and does nothing to attract attention, and the red underline attracts the eye to the line, not to the name. As a department store, I guess they can get away with this abysmal logo because it's the prices that draw people to their store but a more creative, attention-grabbing logo can't hurt.
ReplyDeleteAlthough Sears sells tires, its logo doesn't need to look like they sell tires. The two bottom logos make Sears look like Pep Boys. I could do without the confusing white lines inside the bold blue text. It's why, believe it or not, I'm actually a fan of the boxed-in-blue logo on top. I think its simple and very readable, and doesn't make the department store look second-rate.
ReplyDeleteI would have to say that the first one is very boring, but as the newer ones and much more interesting and eye catching.
ReplyDeleteI completely agree. I think being a department store, Sears needs to make their logo more customer friendly and maybe mix up the colors a little bit. When I look at the Sears logo, I think of K-mart, which is probably not the category that Sears wants to be placed in.
ReplyDeleteWell said. I agree and have always felt that Sears logo is very bland and essentially represents their BLAND brand. This might be the reason why I choose target over Sears any day. However I feel like you are overall right in your views about Sears' logo.
ReplyDeleteI definitely like the third one the best. The first one is not a logo that would stand out and can easily get lost among the hundreds of logos that humans see everyday. The second one, though more interesting than the first, does not stand out fully either because of its dull color. The third, meanwhile, is spruced up to a brighter blue and has the red streak at the bottom, which catches the eye and is distinguishable.
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