As part of the overall revitalization of Saks Fifth Avenue, one of America’s most familiar and enduring icons of style and commerce, the Saks logo has been updated for the 21st century. The new look will be unveiled officially in January, 2007 and will appear in advertising, on shopping bags and in a wide array of other merchandise and marketing materials.
“Our customers can count on us as a consistent source of fashion, style and quality,” said Steve Sadove, CEO, Saks Incorporated. “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.”
The new mark was developed by Pentagram Design, Inc., the international studio renowned for its experience in corporate identity design. The refined mark incorporates an homage to Saks Fifth Avenue’s 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, Group Senior Vice President, Creative and Marketing, Saks Fifth Avenue. “The idea was to create an enduring logo for the future by drawing upon the rich heritage of Saks Fifth Avenue.” The company then collaborated with Pentagram partner Michael Bierut, a Vignelli protege and himself a renowned graphic designer, on the modernization of the logo.
But the new visual identity doesn’t stop there. Complementing the freshly minted logo will be a comprehensive branding program, highlighted by a signature visual vocabulary. To create it, Michael Bierut split the logo into 64 unique square pieces, which he then re-sized, rotated and re-combined to yield a scrambled tableau that is both novel and familiar. Bierut dubbed the squares “DNA” because they constitute the essential elements of the unique identity of Saks Fifth Avenue, reflecting both the logo and the brand. Like Saks Fifth Avenue’s expertly edited merchandise, every square of the DNA is an integral piece of the brand that becomes even more stunning and beautiful in combination.
The new visuals will appear on everything from stationery and storefronts to charge cards and shopping bags. Taking it even further, Saks is collaborating with several of the world’s top designers such as Diane von Furstenberg, Christian Louboutin, Albert Kriemler of Akris, George Sharp of Ellen Tracy and the design team of Moncler to develop unique and exclusive items, each incorporating the new DNA.
After three years of planning and development, the adoption of Saks Fifth Avenue’s new signature look this January is a bold step in the revitalization of a true American icon. “Graphic, bold, and sophisticated, the new branding initiative is not only a redesigned logo but a new visual language,” continued Mr. Schaefer. “Similar to the Burberry Nova Check and the Louis Vuitton LV, it will become an enduring icon, synonymous with Saks Fifth Avenue style.”
Saks Fifth Avenue, one of the world’s pre-eminent specialty retailers, is renowned for its superlative American and international designer collections, its expertly edited assortment of handbags, shoes, jewelry, cosmetics and home furnishings, and the first-rate fashion expertise and the exemplary client service of its Associates. Today, Saks operates 54 full-line stores in 25 states, 2 stores in the Middle East in Dubai and Riyadh, 50 OFF 5th Outlet Stores and www.saks.com, the company’s online store.
This article was last modified on January 4, 2023
This article was first published on December 12, 2006
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