But the new visual identity doesn't stop there. Complementing the freshly minted logo will be a comprehensive branding program, highlighted by a signature visual vocabulary. To create it, Michael Bierut split the logo into 64 unique square pieces, which he then re-sized, rotated and re-combined to yield a scrambled tableau that is both novel and familiar.
Bierut dubbed the squares "DNA" because they constitute the essential elements of the unique identity of Saks Fifth Avenue, reflecting both the logo and the brand.
The new visuals will appear on everything from stationery and storefronts to charge cards and shopping bags. Taking it even further, Saks is collaborating with several of the world's top designers such as Diane von Furstenberg, Christian Louboutin, Albert Kriemler of Akris, George Sharp of Ellen Tracy and the design team of Moncler to develop unique and exclusive items, each incorporating the new DNA.
After three years of planning and development, the adoption of Saks Fifth Avenue's new signature look this January is a bold step in the revitalization of a true American icon.
"Graphic, bold, and sophisticated, the new branding initiative is not only a redesigned logo but a new visual language," continued Mr. Schaefer. "Similar to the Burberry Nova Check and the Louis Vuitton LV, it will become an enduring icon, synonymous with Saks Fifth Avenue style."
marketing@alchempro.com
