Payless ShoeSource, the nation's leading specialty footwear retailer, announced that it is launching a new logo specifically designed to support the company's strategic direction to democratize footwear and accessory fashion and inspire fun fashion possibilities for the family.
The new logo, the first redesign of the Payless logo in about 20 years, incorporates key design elements that leverage Payless' rich heritage and communicates a 'new and improved' Payless -- a brand that is contemporary, fun, friendly and, above all, stylish.
"Consumer research over the past years has told us that our current logo pigeon holes us and dates us," said Matt Rubel, CEO and President, Payless ShoeSource.
"This new logo is designed to amplify the new Payless brand position -- to inspire fun fashion possibilities for the family. We know that great fashion and design doesn't have to cost a lot, and we are making the latest footwear and accessory trends available at a great price for all to enjoy.
"Our new direction is now focused on delighting the customer -- from how we create our seasonal product collection, how we enhance the shopping experience and engage with our customers to build a strong emotional connection. A critical piece of that is our visual identity and logo -- the visual symbol that represents us."
Retaining the use of the color orange, for which Payless is well known, as well as the full name Payless ShoeSource, indicates to consumers that the retailer is not a completely different company, but simply a different Payless -- still dedicated to its core values of delivering great quality and value. The logo includes an icon, which features a stylized P in a circle treatment to suggest dynamic movement and change, as well as a new fashion-oriented font highlighting the word Payless.
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