A New Logo for Saks

As part of the legendary Fifth Avenue retailer's overall revitalization, a new Saks logo will be unveiled in January, and will appear in ising and in a wide array of other merchandise and marketing materials. "The updated logo gives us a modern look that is sure to resonate with our customers and contribute to the resurgence of Saks Fifth Avenue," said Steve Sadove, CEO, Saks Incorporated.

Three years in planning, the new mark, developed by Pentagram Design Inc. and Michael Bierut, incorporates Saks' classic script logotypes and the geometry of the perfect square, a shape that has become central to the identity of Saks Fifth Avenue, from its catalogues to its employee pins. "Our initial point of departure was the ornate calligraphy logo created for Saks Fifth Avenue by design legend Massimo Vignelli in 1973," said Terron Schaefer, Saks' group senior vice president, creative and marketing. "Graphic, bold, and sophisticated, the new branding initiative is not only a redesigned logo but a new visual language. Similar to the Burberry nova check and the Louis Vuitton LV, it will become an enduring icon, synonymous with Saks Fifth Avenue style."

The new visuals will appear on everything from stationery and storefronts to charge cards and shopping bags. Taking it even further, Saks will collaborate with designers Diane von Furstenberg, Christian Louboutin, Akris' Albert Kriemler, George Sharp of Ellen Tracy, and the design team of Moncler to develop unique and exclusive items, each incorporating the retailer's new DNA.
JIM SHI