The new Payless logo was created by brand experience design firm Desgrippes Gobe, New York City, selected for its expertise to create visual identity programs to build a strong emotional connection with consumers for a range of brands including AOL, American Express, Miller Brewing Company, IBM and Gap Inc.
The new logo first appeared to consumers on the Payless shopping bags earlier this month. Throughout the summer, Payless will use the new logo in all facets of marketing and communications including TV and print advertising, in stores, and online at Payless.com. All new stores opening in '06 will feature the new logo on store fronts; current stores will receive new exterior signage in a phased approach.
Recent changes supporting the company's new focus to democratize footwear fashion and design for the family include the continuous enhanced fashion and quality in the Payless seasonal collection; the introduction of Abaete for Payless, the first Designer Collection for Payless, which features original footwear designs by a fashion designer Laura Poretzky; and, in support of the Payless 'House of Brands' strategy, an alliance with American Ballet Theatre to launch a co-branded line of dance shoes and select accessories and the acquisition of American Eagle brand, which Payless will launch next year on a youth-oriented collection.
Payless has been building its branded offering and currently features exclusive styles featuring Airwalk, Champion, Spalding and Shaquille O'Neal-endorsed Dunkman and Dunkman Game Shoe brands. It expects to launch news soon related to its store design, as well as its athletic offering.
Payless ShoeSource Inc, the largest specialty family footwear retailer in the Western Hemisphere, is dedicated to democratizing fashion and design in footwear and accessories to inspire fun fashion possibilities for the family.
marketing@alchempro.com
