(Est. 1954) “Savers is a for-profit privately held global thrift retailer offering clothing and accessories for men, women and children and household goods. Through its unique business model of purchasing, reselling and recycling secondhand merchandise, the Savers family of thrift stores (including Value Village, Unique Thrift and Village des Valeurs brands) benefits more than 120 nonprofit organizations, gives local consumers a smart way to shop and saves 650 million pounds of quality used goods from landfills each year. Savers pays its nonprofit partners for donated goods, turning otherwise unused items into sustainable funding that supports their missions. Savers operates nearly 330 locations with 22,000 employees in the United States, Canada and Australia.”
Images (opinion after)
The old logo was tight. Not tight-tight but literally tight, with all the letters uncomfortably smushed together and not in a cool 1970s phototypesetting way either. The new logo introduces a recycling-tag icon that very quickly communicates the premise of the chain: buying used stuff. It's not awesome but it's clear and decently done. The new wordmark is very clumsy although I have to loudly applaud the concept of reusing the "a" as the "e" as part of Savers' broad mission to reuse. Unfortunately, the "e" looks super wonky and distracting. Overall, an improvement in readability but, on the flip side, the loss of quirk has yielded a less-than-lively new logo.
Thanks to Corwin Thiessen for the tip.