Contents

1886–1923 1923–1958 1958–1966 1966–1984 1984–1994
1886–1923 1923–1958 1958–1966 1966–1984 1984–1994
 
1994–2004 2004–2010 2010–2019 2019–2020 2020–present
1994–2004 2004–2010 2010–2019 2019–2020 2020–present


Sears Roebuck and Company

1886–1923

Sears Roebuck & Company.jpg

This is Sears' first logo from when it began as a mail order catalog. This logo is still used on occasion for promotional items. A modified version of the logo that simply says "Roebuck and Co." is also being used on jeans.

Sears

1923–1958

Sears Original logo.png

1958–1966

Sears 1958.svg

The font became Goudy Old Style. It was briefly seen in a Sears commercial from 1987.

1966–1984

Sears1963.svg

1984–2010

1984–2004

1984–1994
Sears logo (1984-1994).svg

In 1984, the logo was updated to the Helvetica typeface with white lines inside the letters. It is still seen in some entrances inside some malls.

1994–2004
Sears logo (1994-2004).svg

This is a modified version of the 1984 logo. It is still in use in Mexico, and is still widely seen in the United States despite being succeeded by four other logos. It is still in use at several stores and malls in the United States.

2004–2010
Sears logo 2004.svg

In November 2004, following the merger with Kmart and the creation of the Sears Holdings Corporation, 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 Canada until 2016.

2010–present

2010–2019

Sears logo 2010.svg

In late 2010, the entire font on the wordmark was changed and made lowercase. For some reason, however, this looks similar to the logo seen at the beginning of the 1987 Christmas commercial here.

2019–2020

Sears 2019.svg

Sears' logo changed to a more positive image after emerging from bankruptcy in early 2019 under a new parent company Transform Holdco LLC. The Sears wordmark is still the same, but bolder, then the new icon is an "infinity loop" with a light green gradient. Their new slogan is, "Making Moments Matter."

2020–present

Sears 2020.svg

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 logo looking too similar to Airbnb.

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