Sam’s Club has unveiled a new visual identity created in partnership with Turner Duckworth. The refresh introduces a new lowercase wordmark set in a custom sans-serif typeface, “Sam Sans,” alongside an updated icon system that repurposes the brand’s historic diamond shape as an apostrophe within the wordmark and as a standalone “S” symbol for the app icon.
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Sam Sans incorporates angular details inspired by the geometry of the diamond motif. The redesign also retires the brand’s longstanding green accent color in favor of a more modern, saturated blue palette.
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The rebrand has launched in conjunction with a summertime campaign featuring Jason Sudeikis, inviting consumers to “Come Join Us.”
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The visual identity is being rolled out through a phased strategy since there are more than 600 locations. Priority is digital channels followed by high-profile physical touchpoints like uniforms and store remodels.
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As is the norm these days, the social media reaction has been controversial, largely negative and largely focusing on the extreme minimalism of the approach as well as the perceived awkwardness of the app icon.
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