Posted on: Saturday, September 18, 2004
Sears 'freshens' its logo with brighter shade of blue
Associated Press
HOFFMAN ESTATES, Ill. — Sears, Roebuck & Co. has adopted a new logo, only the fourth in its 118-year history, to give it what it describes as a "fresher, friendlier" look.
Associated Press The logo is brighter blue than its predecessor, with "Sears" no longer in all capital letters. A red arc underlines the word.
"We think the logo takes on a fresher and friendlier appearance," company spokesman Chris Brathwaite said. "And we believe this look evokes a more modern, stylish feel."
No radical change was made to the previous logo because customer research found that it was consistently perceived as trustworthy and reliable, according to Brathwaite.
Each of the previous two logos was used for about two decades.
Sears, with revenues in 2003 of $41.1 billion, offers a range of home merchandise, apparel and automotive products and services through more than 2,300 Sears-branded and affiliated stores in the United States and Canada.
The company says it began switching to the revised logo this week in newspaper advertisements and by erecting new signs at a store in Vernon Hills, Ill., 15 miles east of its headquarters.
A new logo hangs on a Sears, Roebuck & Co. store Wednesday in Vernon Hills, Ill. Sears describes the new logo, only the fourth in its 118-year history, as a "fresher, friendlier" look.
