What do you think about the new Belk logo?
Posted on 4 Oct 2010 by Justin Ruckman
What do you think about the new Belk logo? The old scripty mark is a local staple for me, and while outdated, has a certain quirky southern class I think they could have embraced a while longer.
To me the new logo is just another generic Avant-Garde–inspired, transparent-color-based mark that if anything, robs the brand of any individuality it might hope to retain.
I’m not saying its bad, it’s definitely got some elegance to it. Just kind of … meh.
“The most visible change for the 122-year-old Belk chain will be the company logo, which will abandon its traditional script font for a new modern, all lower-case version. The last time the chain changed its logo was 43 years ago.
The new logo will begin appearing on stores next week. The Triangle will be one of four markets — with Charlotte, Birmingham and Atlanta — to see the new signs first.
Crabtree Valley Mall in Raleigh will be the first Belk in this area to get a new sign, which will be unveiled Oct. 12. The company’s other six local stores will receive their signs within days of the Crabtree store.
“One of the things we’re trying to do is eliminate confusion,” Pollack said. “We’re trying to go market by market.”
In all, 60 of Belk’s 305 stores will receive new signs by Nov. 1, Pollack said. The company plans to add new signs to all of its stores within about a year.”
The above excerpt is from a great writeup on the change and Belk’s history by Sue Stock at the News & Observer.
Thoughtful comment by StevenRocks over on Urban Planet:
“The original 1968 Lippincott & Margulies-designed Belk & Leggett logos were an exceptional effort. They were distinctive, elegant, and went totally against the typical corporate logo trends of the times. The Belk font was custom designed and was rendered beautifully across multiple media. It signaled a revolution in the way Belk thought about its stores and image and served the company very well.
It’s easy to find the faults in a 42 year old logo, but at least consider the significance of what’s being criticized.
With that said, I like this new design, but to me it doesn’t say “Belk.” The logo feels kind of ‘70s. The flower is interesting, and the tagline is decent, but the logotype is a ripoff of Bloomingdale’s with a side of Macy’s with the flower positioning. It’s too “me too.” One of the posters to my Facebook page likened the flower to a logo on a feminine hygiene product.
The Belk cartouche was theirs! They owned it, and there was nothing else like it. It was especially handsome back in the Seventies when they still filled in the parts with various colors and had the bags with the overprint in all the shades. Even the “All For You” period wasn’t especially bad design-wise.
I should have known the end was coming when they cheapened the logo around the time of the Parisian takeover. That simplification ruined what was arguably their best visual identifier.
The worst part, I think, is that this is the end of Hudson Belk and Matthews Belk, the last two links to the old partner names. That’s the part that irks me the most, because their interpretations of the Belk logo were especially beautiful.”
Armin Vitt of the venerable logo critique blog, Brand New, weighs in on the new Belk logo:
“I don’t know what the new corsage appended to the wordmark is meant to be or represent other than a pretty looking flower kind of thing. The optimist in me wants to think that it’s a nod to the flourish in the old “B.” It does give the brand a younger, happier personality but perhaps a little too much of both? At a cost of $25 mil for all store signs, it better make the Belk brothers happy at least.”