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New Logo for Sears (Again)



Noted Feb. 12, 2020 by Armin

Industry / Retailers Tags /


(Est. 1886) “Sears, Roebuck and Company, colloquially known as Sears, is a chain of department stores founded by Richard Warren Sears and Alvah Curtis Roebuck in 1893. Formerly based at the Sears Tower in Chicago and currently headquartered in Hoffman Estates, Illinois, the operation began as a mail ordering catalog company and began opening retail locations in 1925. The first location was in Evansville, Indiana. In 2005, the company was bought by the management of the American big box chain Kmart, which formed Sears Holdings upon completion of the merger. Sears had the largest domestic revenue of any retailer in the United States until October 1989, when Walmart surpassed it. In 2018, Sears was the 31st-largest retailer in the United States. After several years of declining sales, its parent company filed for Chapter 11 bankruptcy on October 15, 2018. Sears announced on January 16, 2019 it had won its bankruptcy auction and would shrink and remain open with 425 stores.” (Wikipedia)

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2019 Brand New Noted post

Images (opinion after)
New Logo for Sears (Again)
New Logo for Sears (Again)
Icon detail.

As if landing a spot on 2019’s Worst Noted list wasn’t enough, Sears is looking to be the first brand to make a repeat appearance in back-to-back years, easily cinching a spot for 2020 with this “update”. We can all assume this was an Airbnb-related incident but there is no way to confirm that and no further need to speculate because regardless of why they changed it, the change is amazingly worse than what was before, which is saying a lot because the old icon was so terrible — not so much in execution but its lack of meaning and relevance to Sears. Instead of taking the opportunity to simply sweep it under the rug quietly, Sears has doubled down on it and updated it to what looks like a house with a, um… well, you tell me what you think I’m thinking. It’s really baffling that they would stand so strongly behind this icon that they would want to save it with a mediocre band-aid-like solution to something that wasn’t worth saving. Overall, thank you Sears for providing great content to Brand New, I look forward to another update in 2021.

Thanks to Nathan Haas for the tip.

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