Sears Canada gets a new logo. But is it really an improvement?

 

 

What the graphic-design gurus say:

Michel Viau
President & CEO, Ove Design
“The new brand spot is indeed a welcoming sign for those who believe this institution can be saved. If there is a time when brand identity can help in signalling real change, the moment is now for Sears.”

Dave Watson
Creative director, Design, Taxi Canada
“It boggles my mind that some brands think tweaks to their logo and campaign tag line are enough to change consumer perceptions. My opinion on the logo and campaign is one of complete apathy.”

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