Sears Brand Book

Brand guideline manual

Lanny Domino The Nature of Identity | GR604 Spring 2019 | Instructor Thomas McNulty

Table of Contents

Part 01 Brand Strategy 1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8

History of the Brand Timeline Competitive Analysis Brand Soul & Mission Audience Brand Grids Keywords Repositioning Statement

Part 02 Logo Development 2.1 Wordmark Exploration 2.2 Computer Roughs 2.3 Logo Refinements

Part 03 Brand Standards 3.1 Logo Concept 3.2 Logo Clear Space 3.3 Logo Variation 3.4 Logo Unacceptable Uses 3.5 Color Palette 3.6 Typeface 3.7 Business System 3.8 Application

Part 04 Brand Extensions 4.1 Rent a Wardrobe 4.2 Auto Parts Delivery 4.3 Sporting Goods

Part 01 Brand Strategy History Timeline Competitors Soul & Mission Audience Brand Grids Keywords Repositioning Statement

1.1 History

The 130-year-old mass merchandiser that was once the largest retailer in the United States is part of the fabric of American society.

By the early 20th century, Sears was already a household name across the United States, one that represented rural thrift and industry as well as material abundance and consumer pleasures. The company was founded as a modest mail-order retailer of watches in the 1880s by Richard W. Sears and Alvah C. Roebuck.

In 1920 Sears owned Encyclopedia Britannica it was sold through the catalog Robert E. Then Mr. Wood joined the company and opened its first store in Chicago in 1925. By the 1980s its sales were surpassed by K-Mart and Walmart. As big box stores began to dominate the country, the department store industry responded through mergers, reorganization and experimentation with the department store category itself. Eventually Sears began its downfall by selling off some of its subsidiaries. 2005 it was bought by K-mart and a few years later they filed for chapter 11 bankruptcy.

Originally known as Sears, Roebuck and Company, once a catalog only, grew into the American department store. It carries clothing, tools, home goods and appliances. Most store in are closing down, only a few remain in certain areas of the country.

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history

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1.2 Timeline

1925 Sears opened

1985 Discover Credit

first store in Chicago

1893 Sears, Roebuck and Company was founded

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Card was founded

1930 Sears created Allstate Insurance Co.

timeline

1992 Sears sells

1925 Sears files for

its subsidiaries

1989 Largest domestic revenue,until Walmart

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chapter 11 bankruptcy

1893 Bought by kmart

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1.3 Competitors

Brands Direct

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competitors

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Ancillary

Future Competitors

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1.4 Soul & Mission Brand Soul

“Providing the best quality goods, services and solutions for our customers, by building relationships based on trust.�

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soul and mission

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Brand Mission

“We pride ourselves in always bringing enhanced features to create a reliable and the best possible shopping experience.�

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1.5 Audience

Richard Age: 46 Gender: Male Lives: Rural, North Carolina Education: Technical school Income: $48,000 Occupation: Construction worker Online shopping: Beginner Interests: Watching sports, BBQ master, loves big trucks and hunting, always attends his daughter’s volleyball tournaments.

Richard is a single parent. His 16 yrs old daughter lives with him. He makes all the household purchases well as their clothing. Living on a single income he tries to stay on a budget.

Richard does not like to spend time bargain shopping, he usually shops in the same stores expecting to find the best prices available. If the store is know for good prices he will be loyal to the brand without checking to see if he can find it cheaper somewhere else.

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audience

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Audience

Teagan Age: 32 Gender: Female Lives: Suburbs, Virginia Education: Bachelor degree Household income: $122,000 Occupation: Elementary school teacher Online shopping: Intermediate Interests: Reading womans magazines, user her Cricut machine to craft, enjoys baking and also couponing.

Her husband is in the Navy and is currently deployed.

Teagan works and takes care of their two daughters.

She does all the shopping for the house. She utilizes stores that offer online shopping and curb side pickup, which saves her time in her busy schedule.

Teagan uses Ebates to get cash back on her online and in-store shopping whenever possible. Her favorite stores are the ones that offer one stop shop, such as clothing, toys, decor, groceries, pharmacy and more.

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Audience

Rachel Age: 36 Gender: Female Lives: Urban, Maryland Education: Medical school degree Household income: $189,000 Occupation: Part-time Pediatrician Online shopping: Advance Interests: Jogging, being on social media, promoting local charities and medical related blogging.

Rachel is married and works part-time to take care of her new baby, two dogs and cat. She uses online monthly subscriptions so she does not run out of baby products such as diapers, formula, wipes, etc.

She prefers to shop online than go into a store. So when she goes into a store she prefers to pay more for a product, but in return have great customer service and fast checkout time.

She gets notifications whenever products she buys go on sale. She prefer to pay with her smartphone/ digital wallet, since her hands are busy carrying a baby stroller, diaper bag, and other necessities for her little one.

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audience

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Hugo Age: 27 Gender: Male Lives: Urban, Washington D.C. Education: Masters degree Household Income: $89,000 Occupation: Junior Lobbyist/Government Relations Associate Online shopping: Advance Interests: Attending fundraising galas, foodie, a love for shoes, and having the latest gadgets.

Hugo is single with no kids. He enjoys living in the heart of the city. He takes public transportation and does not own a car. Not having a car restricts him to make any large purchases in a store, so he buys everything online except his clothe. He always choses the fastest shipping available even if he has to pay a fee.

Hugo, enjoys to read and write reviews about the products he buys, especially electronics. His purchases are influenced by other customer’s reviews.

He researches where he can get the best price for what he needs to buy, and asks retailers to price match. He likes to haggle for the best price.

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Audience

Joseph Age: 30 Gender: Male Lives: Suburb, Florida Education: Bachelor degree Household Income: $259,000 Occupation: Real estate broker Online shopping: Intermediate Interests: Flipping houses, surfing and biking, cooking and investing in stocks.

Joseph, works full time and lives with his fiancĂŠe.

Joseph used to work in the construction business before finishing college. He buys houses, fixes them and sell them for a profit on the side with the help of his grandpa. He always has a deadline to meet, either at work or selling a house, so buying online and picking up in the store saves him time.

Joseph, prefers to shop stores that give him discounts for making large purchases. He also likes store cards that give him points for his business purchases to redeem on flights, or other rewards.

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audience

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Deon Age: 29 Gender: Female Lives: Urban, Georgia Education: Bachelor degree Household Income: $67,000 Occupation: Fashion Blogger and entrepreneur Online shopping: Advance Interests: Makeup styling, the latest fashion trends, empowering women to be successful entrepreneurs.

Deon is single with no kids. She is a fashionista, and believes good fashion doesn’t have to break the bank. She teaches woman how to style their wardrobe without spending a fortune. Her blogs share tips on where to shop for any occasion to stay on budget. She works with affiliated links from stores and brands.

She likes to shop in-store, and is always sharing her experience about the merchandise she encounters within each store on her weekly blog. She sometimes buys beauty products online, but likes to have the flexibility to exchange or return in store.

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1.6 Brand Grids Former Grid | A Place to Call Home

Sears

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brand grids

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After | Simple & Sophistication

Sears

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1.7 Keywords Reliable

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keywords

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Each example has good use to type, color and placement. It works with the negative space to balance space.

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Keywords Innovative

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keywords

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Good use of white space. The placement of the type brings forth the focal point.

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Keywords Zestful

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keywords

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Expressive color. The color is placed in areas to bring emphasis.

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1.8 Repositioning Statement The Old Ways

Sears provides great services and products that consumers can trust backed by 126 years of experience. Which served our loyal followers from past generations.

We used to mainly offer in-store inventory, and limited online access to products.

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repositioning statement

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Integrating the New

We are now enhancing the technological features to create a convenient shopping experience to our core customer. Sears will bring fourth accessible online presence, and enhance features for the mobile app.

Implementing time saving services such as shop online, pickup in-store as well as becoming a one stop shop for young families, and thrifty shoppers while satisfying our loyal consumer.

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Part 02 Logo Development Wordmark Exploration Computer Roughs Logo Refinements

2.1 Wordmark Exploration Wordmark

1.

2.

3.

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wordmark exploration

Initial Computer Draft

1.

2.

3.

4.

5.

s s s

Rs Rs Rs

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2.2 Computer Roughs Refinement

4.5 in

A. 1.25 in

B.

C.

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computer roughs

Color Variations

A1.

A2.

B1.

B1.

A-1.

B-2.

C-3.

s

Rs

Letter A-1, B-2 and C-3 at 80% smaller in size A, B, and C in Pantone color 3035 A1, B1, C1, Pantone color 3135 A2, B2, C2, Pantone color Red 032

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2.3 Logo Refinements Invers Version

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S

RS

S

RS

S

RS

logo refinements

Black Version

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Part 03 Brand Standards Logo Concept Logo Clear Space Logo Variation Logo Unacceptable Uses Color Palette Typeface Business System Application

3.1 Logo Concept Wordmark

The Sears wordmark plays on the closure principle for E,A and R. The space in the glyphs is broken up. The negative space is balanced

by Figure and ground. The typeface is Mr. Eaves Mod Ot, which is a heavy sans serif font. The brand’s identity communicates goods and services that are reliable and sophisticated.

The Logo evolved to a stronger typeface and visual balance of the negative space in the glyphs

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logo concept

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Minimum Size

RS

S S S

H: 1.25 in. by 5.125 in.

RS RS

H: .875 in. by .75 in.

Logo should not be smaller than .75 inches, 54 pixels, 19.05 mm.

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3.2 Logo Clear Space Logo Clear Space

⅟2 of the x height

⅟2 of the x height ⅟2 of the x height

x height ⅟2 of the x height

The space around the mark to protect legibility. The clear space is determined by an area around the mark equal to half of the height of the “x” in Sears

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logo clear space and variation

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3.3 Logo Variation

On any dark background 60% or greater, use the mark in white

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3.4 Logo Unacceptable Uses Incorrect Color Use

Do not change the Pantone blue

Do not Add a different color

Do not place on black background

Do not place on Light background

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logo violation

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Incorrect Stretching

Do not use tight kerning

Do not stretched vertically

Do not stretched horizontally and uneven clear space

Do not use tight and uneven clear space

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3.5 Color Palette

SEARS Blue

PMS

300 U

CMYK

100, 40, 0, 28

RGB

0, 109, 183

HEX #006DB7

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color palette

SEARS Black

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PMS

Panton Black

CMYK

63 62 59 94

RGB

45, 41, 38

HEX 2D2926

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3.6 Typefaces The typeface used for the wordmark is Mr Eaves Mod OT. The stationery items will utilize Open Sans. Other printed material to accompany any other collateral materials. The visual elements each typeface provides will bring forth a harmonious balance to the brand.

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

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typefaces

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Open Sans Book, Open Sans Light, Open Sans Italic, Open Sans Thin Open Sans Medium, Open Sans Bold, Open Sans Black, Open Sans Extra Bold, Open Sans Extra Bold Italic

Aa

ABCDEFGHIJKLMNOPQRSTUV W X YZ abcdefghijklmnopqrstuvwxyz 1234567890

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3.7 Business System

S

RS

April 22, 2019 Mr. Kaleb Smith 316 Johnstown Road Chesapeake, VA 23322 Sincerely Volorem dolupta sitam, ium voluptaectis et, nim doluptur? Aliqui ommost que velisto omnihiliquis sit volore, odistin plit que ipidis duciundent laut aut hit qui volore maiones rersperum venis maio modis sum consequam qui inci con nit plabor as magnim.

Nullanis ati to ea denditio volorep ellorro rectur audant perum et eium lanient aliandis modi que earibus idi sinvernam, que cusdant ma delicit esto volorem repedi audi odisintis et velit, nonserestr fefefflanditius dolor sa venisi abore nihilias sum rae eos que eos.

Sincerely

Ronald Boire Chief Merchandise Officer

Sears Building Headquarters 333 Beverly Road Hoffman Estate, IL 60179 P: 847.286.2500 F: 847.286.2518 www.Sears.com

The stationery system includes a letterhead, business card and envelope.

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business system

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RSS RS

S Ronald Boire

Chief Merchandise Officer Rboire@gmail.com

Sears Building Headquarters

P: 847.286.2500

333 Beverly Road

F: 847.286.2518

Hoffman Estate, IL 60179

www.Sears.com

S

RSS RS

Sears Building Headquarters 333 Beverly Road Hoffman Estate, IL 60179

Mr. Kaleb Smith 316 Johnstown Road Chesapeake, VA 23322

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3.8 Applications Building Signage

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applications

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Shopping Bag

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Part 04 Brand Extensions Rent a Wardrobe Auto Parts Delivery Sporting Goods

4.1 Rent a Wardrobe Keep your style on trend without breaking your budget. Sears rent-awardrobe is a monthly mail subscription where customers go online pick out outfits and it gets shipped to their home. Keep the clothing for as long as you want and mail it back in a prepaid box when ready for a new outfit. If you decide to keep your pieces, the monthly subscription cost will be credited towards the purchase of the articles.

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rent a wardrobe | sears

Shipping Box

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4.2 Auto Part Delivery Sears delivers auto parts to your mechanic shop. We have competitive pricing and two day deliveries. Our trained professional deliver your order on time. We take care of your shop’s needs fast so you can take care of your customers even faster. We work with small business owners and large companies like dealerships and chain stores.

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auto parts delivery

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Delivery Van

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4.3 Sporting Goods Come to sears for your Sporting goods needs. We have a vast selection of outwear, camping equipment, golf, fishing and more.

We have the best quality selection of sportswear and camp gear.

We make our products the same way as named brands. We will carry famous brands, but now we will provide the customer with the option to purchase our Sears brand products the same but at a better price.

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sporting goods

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Camping Gear

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References

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Sears Contact Information Sears Building Headquarters 333 Beverly Road Hoffman Estate, IL 60179 Toll Free: Email: Web:

1800-365-2001 CustomerQ@Sears.net www.Sears.com

Credits Images: LiveSurface

Getty Images ShutterStock History:

Smithsonian Magazine Encyclopedia Britannica

Timeline: Sears.com

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