Nov
14
2010

Belk’s New Coporate Brand

On October 12, after 43 years, Belk, Inc, updated their familiar logo and brand. It was a $70 million effort to appeal to the “modern Southern woman”. The new tag line “modern.southern.style.” goes along with that concept.

old Belk logo

Before (1967)

New Belk logo

After (2010)

Founded in 1888, in Monroe, NC, by Henry Belk, the store was first called “New York Racket” and then “Belk Brothers,” after William Belk made his brother, John, a partner. Today Belk is the largest, privately owned, retail department store chain in the US.

The new logo includes black, lower-case lettering with a three-leaf flower to the left along with the slogan underneath.

I believe it is a more modern turn on the old logo. It includes all the basic characteristics of current logo trends (the lower-case lettering, subtle and simple imagery, 3-word slogan separated by periods). Even though the logo follows current trends it has an appeal that can stand the test of time.  This may possibly be where Gap was trying to go with their rebranding effort.

Gap Logo fail

Gap's rebranding FAIL

What do you think about Belk’s rebranding? Was it a necessary project for Belk to tackle?

Did you enjoy this article? If you did, consider donating.

Related Posts

About the Author: Mark "helperdogg" Bailey

Mark Bailey is the founder and owner of Yellow Dogg Designs, a graphic design and web development studio in the Eastern United States.

2 Comments + Add Comment

  • I actually really like it which is more than I’ve ever been able to say for many branding redesigns.

    • I first saw the logo when the Belk catalog came in the mail. I immediately liked it. For lack of a better word it made me “feel” good. And I agree – I haven’t been impressed with many recent logo redesigns.

Leave a comment

Ads

Ask us about placing your add hereFat Cow Hosting - Only $3.15/mo

Follow me on Twitter

Sponsors

%d bloggers like this: