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Nordstrom Rack Debuts Reimagined Brand Identity

New look harkens back to ’70s and ’80s




PHOTOGRAPHY: Courtesy of Nordstrom PHOTOGRAPHY: Courtesy of Nordstrom

Nordstrom Rack (Seattle) has unveiled a reimagined brand identity that’s “inspired by its bold, confident and savvy customer base,” the discount chain said in a news release. The identity, developed in partnership with branding agency Jones Knowles Ritchie (JKR), aims to further differentiate Nordstrom Rack in the highly competitive off-price retail market, attract new customers and better connect with existing ones.

“The refreshed Nordstrom Rack brand identity reflects the authentic, empowered and expressive spirit of our customers and communicates the ‘more-ness’ of the Rack – more fashion, more of their favorite brands, more deals, more access in store and online,” said Red Godfrey, Nordstrom’s VP of Creative. “Through this new comprehensive and cohesive brand identity system, we aim to evolve our brand expression so we can effectively communicate our brand proposition, great brands at great prices, and invite customers to Rack their way.”

The new system includes a new logo, inspired by the Rack logo used in 1970s and ’80s and modernized for today. The new logo was designed on a modular grid to be responsive for all sizes and platforms, which helps the brand remain consistent across digital and physical experiences.

Additionally, the retailer said the new logo more closely aligns the Nordstrom and Nordstrom Rack brands, further illustrating the company’s interconnected business model. The master brand color was also updated and expanded, from a singular mid tone color to a more vibrant and varied palette.

“We created this identity system to be distinctive to Rack, responsive across all touchpoints and ultimately to connect with the Rack customer, wherever they interact with the brand,” said JKR Executive Creative Director Lisa Smith.

Starting this spring, customers will see the new logo and refreshed identity in marketing campaigns, within the company’s digital channels and on the exterior and interior signage of new and remodeled stores.

Speaking of new stores, Nordstrom Rack’s brand update announcement coincided with news of it opening of nine additional stores, including five in California.

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