Sears begins reinvention strategy with new, modern logo

Sears Canada is hoping that a fresh, new logo will help with its reinvention strategy as the company looks to reinvigorate the department stores across the country.

Since 1984, Sears has had the same logo, but on Wednesday it unveiled the new modern logo. The new logo features what Sears calls a “timeless font with a fresh take on the maple leaf” signalling what it hopes will be a redefined modern era for the brand.

"We are proud to unveil this symbol of reinvention for Sears Canada," said Brandon G. Stranzl, Executive Chairman, Sears Canada Inc. "Sears is changing, and our new logo asserts the modern and streamlined image and consumer experience for which we are striving in-store and online."

The logo made its first appearance at the Promenade Mall store in Thornhill, Ont. and the Mapleview Centre store in Burlington, Ont., earlier this summer as part of significant renovations taking place at those locations that are designed to re-engineer the Sears shopping experience.

These two stores are the prototype for what Sears has referred to in previous news releases as its Sears 2.0 stores, focusing on moving Sears physical retail stores to a more productive model, with a customer-focused assortment and a more flexible layout to optimize productivity and in-store experience.

Over the coming months, consumers can expect to see an improved online shopping experience as well as the introduction of new name brand fashion lines.

Sears Canada, which employs more than 17,000 Canadians with 154 corporate stores and 106 Hometown stores nationwide. Canadians across the country can expect to see the new logo later in the fall when the website is rolled out nationwide and on newly designed Sears shopping bags, catalogues and retail store flyers.