Sears logo change?

[submariner]

Today I was watching a program on TV, sponsored by Sears. Normally, when showing the company on a fullscreen graphic, the actual logo is used. This time, however, the "logo" uses was a much different logo, simply "sears" in all lowercase using a thin weight, probably Helvetica Nueue font. Has anyone else seen this, is Sears phasing in a new logo?

For what it's worth, the website and commercials are showing the "Sears" logo introduced a couple years ago or so, but minus the red "swoosh" underneath.

[Alpha8472]

That is the Sears Crush Your Style logo. They are using a hip and trendy Sears logo just for the Crush Your Style promotion.

Crush Your Style is a competition aimed at teenage girls. One competition involves making a commercial filmed at a Sears store. So yes, they are encouraging teen girls to go to Sears and video commercials.

The website has really loud music.

http://www.crushyourstyle.com

[tesg]

Notice that they use the same logo on the bottom of the website to link to sears.com.

Hmm.

Far be it from Sears to be stationary with their logos. Check out the "Sears Holdings" 'blast from the past' logo at http://www.searsmedia.com.

[Alpha8472]

I just saw another Sears commercial for the Sears Blue Crew and they used both logos. The lowercase logo seems to be used simultaneously. I believe that Sears is probably not changing their main logo. They are simply introducing a new and more stylish logo in addition to their older logo.

The Sears Weekly Ad uses the new logo on its front cover. The back cover features the older Sears logo. The new lowercase logo's font matches the font used in the clothing section in the first half of the weekly ad. The second half of the ad is blue and is more in the theme of the older blue Sears logo.

I believe that the new logo is mainly for the clothing side of Sears.

Here is the website that is on the weekly ad cover under the new logo:

http://www.themanysidesofme.com

[tesg]

Well, looks like it IS the new Sears logo.

It's now the main logo on the front page.

[krogerclerk]

Sears the master of the retail identity crisis. Why not have multiple logos, they have multiple prototypes that they never build upon, but tout as the next big thing from Sears. Just use different logos for different prototypes.

[Super S]

I have been noticing that the new logo is still used in the ads, but does not have the "swoosh" under it all the time.

[jamcool]

another crappy logo, just like the now-aborted new Gap logo.

[Alpha8472]

The new logo seems to have taken over almost everything. However, you still see the old logo in a few places on their website such as the catalog or on their credit cards.

They've created a new page this week and it uses the new logo too:

http://www.sears.com/Zombies

They also have a related youtube page: http://www.youtube.com/user/zombieshopper

[Alpha8472]

I found a Sears Commercial from the late 80s that features the "new" Sears logo that is currently being used on the Sears Website. It turns out that this "new" logo is actually a logo that has been used by Sears throughout the 80s.



I also saw it on a catalog in a commercial from 1983.