‘The More-Ness Of The Rack’
Nordstrom Rack has unveiled a brand identity inspired by its “bold, confident and savvy” customer base. The identity, developed in partnership with global branding agency Jones Knowles Ritchie (JKR), aims to further differentiate Nordstrom Rack in a competitive and loud off-price retail market, attract new customers and better connect with existing customers. “The refreshed Nordstrom Rack brand identity reflects the authentic, empowered and expressive spirit of our customers and communicates the ‘more-ness’ of the Rack — more fashion, more of their favorite brands, more deals, more access in store and online,” said Red Godfrey, vice president of creative at Nordstrom, Inc.
As part of the new system, Nordstrom Rack is rolling out a new logo, inspired by the Rack logo used in 1970s and 80s and modernized for today. The logo was designed on a modular grid to be responsive for all sizes and platforms, helping the brand remain consistent across digital and physical experiences. Additionally, notes JKR Executive Creative Director Lisa Smith, the new logo more closely aligns the Nordstrom and Nordstrom Rack brands, further illustrating the company’s interconnected business model. A custom typeface further embodies the spirit of the brand and allow for differentiation.
The master brand color has been updated and expanded, from a singular mid tone color to a more vibrant palette. The brand’s blue evolves to a set of multiple signature blues creating more flexibility and variety, and secondary and tertiary color palettes signal seasonal changes and amplify sales and promotions. A distinctive voice was developed to fit a spectrum of messaging — from sharing the brand’s bold personality, to succinctly communicating practical information such as pricing and sales.
Starting this spring, customers will see the new logo and refreshed identity in marketing campaigns and on the company’s digital channels including NordstromRack.com, the Nordstrom Rack app, social media and email communications as well as in person with exterior and interior signage of new and remodeled stores.
“As we began work with Nordstrom Rack it immediately became clear that their customers are bold, confident and savvy and that we had an opportunity to embody that spirit and the brand’s unique proposition through its visual identity and brand experience,” adds Lisa Smith. “We created this identity system to be distinctive to Rack, responsive across all touch points and ultimately to connect with the Rack customer, wherever they interact with the brand.”