As part of the overall revitalization of Saks Fifth Avenue, one of America's most familiar and enduring icons of style and commerce, the Saks logo has been updated for the 21st century. The new look will be unveiled officially in January, 2007 and will appear in advertising, on shopping bags and in a wide array of other merchandise and marketing materials.
"Our customers can count on us as a consistent source of fashion, style and quality," said Steve Sadove, CEO, Saks Incorporated. "The updated logo gives us a modern look that is sure to resonate with our customers and contribute to the resurgence of Saks Fifth Avenue."
The new mark was developed by Pentagram Design Inc, the international studio renowned for its experience in corporate identity design. The refined mark incorporates an homage to Saks Fifth Avenue's classic script logotypes and the geometry of the perfect square, a shape that has become central to the identity of Saks Fifth Avenue, from its catalogues to its employee pins.
"Our initial point of departure was the ornate calligraphy logo created for Saks Fifth Avenue by design legend Massimo Vignelli in 1973," said Terron Schaefer, Group Senior Vice President, Creative and Marketing, Saks Fifth Avenue.
"The idea was to create an enduring logo for the future by drawing upon the rich heritage of Saks Fifth Avenue." The company then collaborated with Pentagram partner Michael Bierut, a Vignelli protege and himself a renowned graphic designer, on the modernization of the logo.
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