JKR is at it once more with one other stunning model redesign. This time, the worldwide branding company labored with Nordstrom Rack to develop a brand new branding identification that higher appeals to the younger demographic that makes up so lots of the retailer’s shoppers.
Whereas this new identification is optimistic, daring, and constructed to be versatile within the digital world, this forward-thinking redesign was finally impressed by the model’s historical past. JKR regarded to the emblem Nordstrom Rack used within the ’70s and ’80s to show but once more how nostalgic design will be modernized. The up to date identification system additionally contains a new colour palette with vibrant blue hues that give the branding a assured look. The ensuing system feels totally refreshing for superbly fusing modern parts into traditional design.
Nordstrom Rack unveiled a reimagined model identification impressed by its daring, assured and savvy buyer base. The identification developed in partnership with international branding company Jones Knowles Ritchie (JKR), goals to additional differentiate Nordstrom Rack in a aggressive and loud off-price retail market, appeal to new clients and higher join with present clients.
“The refreshed Nordstrom Rack model identification displays the genuine, empowered and expressive spirit of our clients and communicates the ‘more-ness’ of the Rack — extra vogue, extra of their favourite manufacturers, extra offers, extra entry in retailer and on-line,” mentioned Pink Godfrey, vp of artistic at Nordstrom, Inc. “By means of this new complete and cohesive model identification system, we goal to evolve our model expression so we will successfully talk our model proposition, nice manufacturers at nice costs, and invite clients to Rack their method.”
Nordstrom Rack gives a differentiated product assortment from a few of Nordstrom’s high manufacturers. At this time, 90% of the highest manufacturers at Nordstrom are bought at Nordstrom Rack.
This complete model system, together with the emblem, was constructed flexibly and responsively for a digital period, delivering a constant model expertise wherever a buyer interacts with the model.
As a part of this new system, Nordstrom Rack is rolling out a brand new emblem, impressed by the Rack emblem utilized in Seventies and 80s and modernized for in the present day. The brand new emblem was designed on a modular grid to be responsive for all sizes and platforms, which helps the model stay constant throughout digital and bodily experiences. Moreover, the brand new emblem extra intently aligns the Nordstrom and Nordstrom Rack manufacturers, additional illustrating the corporate’s interconnected enterprise mannequin. The brand new identification additionally features a customized typeface as seen within the emblem to additional embody the spirit of the model and permit for differentiation.
The grasp model colour was up to date and expanded, from a singular mid tone colour to a extra vibrant and thrilling palette. The model’s blue developed to a set of a number of signature blues creating extra flexibility and selection, and secondary and tertiary colour palettes sign seasonal modifications and amplify gross sales and promotions. A particular voice was developed to suit a spectrum of messaging—from sharing the model’s daring character, to succinctly speaking sensible data equivalent to pricing and gross sales.
“As we started work with Nordstrom Rack it instantly turned clear that their clients are daring, assured and savvy and that we had a chance to embody that spirit and the model’s distinctive proposition by its visible identification and model expertise,” mentioned Lisa Smith, JKR Govt Artistic Director. “We created this identification system to be distinctive to Rack, responsive throughout all contact factors and finally to attach with the Rack buyer, wherever they work together with the model.”
Beginning this spring, clients will see the brand new emblem and refreshed identification in advertising campaigns and on the corporate’s digital channels together with NordstromRack.com, the Nordstrom Rack app, social media and e-mail communications in addition to in individual with exterior and inside signage of latest and transformed shops.
