Dayton's

1902–1903	1903 (transitional)	1903–1910	1910–1911	1911–1953	1953–1968
1968–1989	1971–1973	1973–1989	1973–1974	1989–2001

Goodfellow’s

1902–1903

SVG NEEDED

Dayton Dry Goods Co.

1903 (transitional)

SVG NEEDED

On May 25, 1903, Goodfellow’s was officially renamed Dayton Dry Goods Co. after a buyout by one of its owners, G. D. Dayton.

1903–1910

SVG NEEDED

1910–1911

SVG NEEDED

The Dayton Company

1911–1953

SVG NEEDED

Designer:  Unknown

Typography:  Custom

Launched:  July 17, 1911

First appeared in the Minneapolis Journal on July 17, 1911, this logo was patterned after the handwriting of George Draper Dayton.

1953–1968

Designer:  In-house

Typography:  Custom

Launched:  November 15, 1953 (unveiling) November 16, 1953 (first usage)

Print version

Version used since 2017

Work on this identity began in August 1952. Since 2017, a new iteration of this logo has been used for The Dayton's Project, a mixed-use development located within the former flagship Dayton's store in Minneapolis.

1968–1989

Designer:  Unimark International In-house

Typography:  Helvetica (1971-1973) Custom (1973-1989)

Launched:  August 10, 1968 (unveiling) August 11, 1968 (first usage)

According to Dayton’s design consultant Joseph Wright, this mark was developed in-house with an unnamed "Chicago-based design firm" (Unimark International). It was originally designed for use by the parent company Dayton Corporation in August 1967. In early ads from this era, the symbol generally took the place of the store’s name, though the “Dayton’s” name would still be in use, only de-emphasized. This was in an attempt to compete with the more modern, minimalistic advertising of better-known department stores like Macy's and Bloomingdale's. In television and radio ads, the symbol was included as an “electronically produced sound” on voice-overs.

Since 2020, a modified version of this logo has been used for the former subsidiary Target’s All In Motion athletic-wear brand.

1971–1973

Designer:  Unknown

Typography:  Helvetica Bold

Launched:  January 31, 1971

1973–1989

Designer:  Unknown

Typography:  Custom (based on Futura)

Launched:  April 26, 1973

Outlined version

1973–1974

Designer:  Unknown

Typography:  Custom (based on Futura)

Launched:  April 26, 1973

This hairline variant with a longer Y-stem, modified N, and hollow apostrophe was first used the same day as the other 1973 logo, but lasted just short of a year, having last been used on March 17, 1974.

1989–2001

Designer:  Unknown

Typography:  Helvetica (modified)

Launched:  May 1, 1989

In January 2001, it was announced that all seventeen Dayton’s locations would be renamed to Marshall Field's, effectively spelling an end to the nearly century-old Dayton’s name.

Dayton's

Marshall Field's ►