I will admit I was a bit shocked last Fall when Charlotte-based Belk rolled out their new logo for a couple reasons:
• The old mark had years of equity. Sure it was a bit dated, but aren’t we all?
• In the midst of the economic downturn, Whisky Tango Foxtrot are they thinking, spending millions on rebranding? (Store signage alone is estimated to cost $25 million)
I wanted to be a hipper-than-thou, bandwagon-jumping design nerd. I wanted to point out that their “b” looked like a rip-off of Bloomingale’s.
That they used a derivative of Avant Garde. Like Glee. I wanted to Photoshop smart-ass images like this to show how plagiaristic the new logo is:
While all those things may be true, after living with the new logo for more than half a year, I must say that I have come to like it. More than the mark itself, I really like how it has been thoughtfully translated to, among other things: bags, architectural signage, credit cards, in-store signage, and my absolute favorite: television. Having spent a holiday advertising season watching the Belk spots, I think they’ve done a great job. Using the blue petals as a visual device… I love it.
How about you? What’s your opinion about the new logo? Do you think the new mark reflects the customer experience? Does the tag line “Modern. Southern. Style” ring true to you?