|1886–1923||1923–1945||1945–1949||1949–1960||195?–196?, 2007–2018 (store concept)||1960–1965|
Sears Roebuck and Company
This is Sears' first logo from when it began as a mail order catalog. This logo is still used in rare instances for some promotional items. A modified version of the logo that simply says "Roebuck and Co." is also being used on jeans.
During this time, Sears, Roebuck, and Co. used many different wordmarks.
195?–196?, 2007–2018 (store concept)
In 2007, Sears unveiled a "classic" store concept located in Duluth, GA, containing this logo. It's use was stopped again after the store concept shut down 11 years later.
This was the precursor to the well-known box logo, and was used as an alternate at the bottom of newspaper advertisements.
In 1984, the logo was updated to the Helvetica typeface with white lines inside the letters. It's still seen at some entrances inside some malls.
This is a modified version of the 1984 logo. It was still in use in Mexico until 2013, after which the logo was turned red; it used to widely be seen in the United States despite being succeeded by four other logos. It is still in use at a few stores and malls in the United States, but since so many stores are currently closing, not a lot are left to this day.
In November 2004, following the merger with Kmart and the creation of the Sears Holdings, the "ears" part was changed to lowercase. Like the previous logo, it is still in use at some stores, but it's less common to see than the previous logo. It is still used for several of Sears' subsidiaries such as Sears Grand and Sears Archives, and also in their Canada operations until 2016. Sears Centre kept this logo until it finally updated in 2019.
In late 2010, the entire font on the wordmark was changed and made lowercase. For an unknown reason, however, this looks very similar to the logo seen at the beginning of the 1987 Christmas commercial .
Sears' logo changed to a more positive image after emerging from bankruptcy in early 2019 under a new parent company called "Transformco". The Sears wordmark is boldened, and the logo includes a new icon is an "infinity loop" with a light green gradient. Their new slogan is, "Making Moments Matter."
On January 29, 2020, Sears' logo received a minor change: the wordmark stays the same but the icon is slightly different. The "loop" is gone, making it resemble a house, or "home." It is not explained why this change was made, though it is possibly due to the previous logo looking too similar to Airbnb.