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.
1923–1945
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During this time, Sears, Roebuck, and Co. used many different wordmarks.
1945–1960
1945–1949
1949–1960
195?–196?, 2007–2018 (store concept)
YEAR MISSING
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.
1960–1965
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Logo used on storefronts
Sears
1961–1984
1961–1965
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This was the precursor to the well-known box logo, and was used as an alternate at the bottom of newspaper advertisements.
1964–1968
1968–1981
1981–1984
1984–2010
1984–1994
Designer:
Bob Girsen & Associates
Typography:
Neue Helvetica 96 Black Italic
Launched:
July 1, 1984
This logo was designed by Bob Girsen & Associates and launched on July 1, 1984.
According to an AP article from June 30, 1984, Bob Girsen (president of BG&A), said of the old logo: "... the old logo was limited in terms of the size, colors, and symbols that could be placed alongside it." According to Girsen, the new typeface was designed to be versatile, bold, and progressive. The letters themselves - all capitals - display strength and boldness. They were italicised "to suggest a sense of controlled forward motion". The main challenge according to Girsen was to make it work on a variety of products, from dresses to tractors. "We modified it with a line that can carry color. And the color of the stroke can be varied. It can be very soft and light without appearing weak. Or it can be very bold and strong without appearing ungraceful."[1]
Some surviving mall locations continue to use this logo.
1994–2004
Designer:
Unknown
Typography:
Neue Helvetica 96 Black Italic
Launched:
October 1, 1994
This is a modified version of the 1984 logo, that was first seen used by Sears HomeLife Furniture store on September 24, 1994. It was not rolled out as an official logo until the 1st of the next month. 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. Some locations continue to use this logo, but since so many stores are currently closing, not a lot are left to this day.
2004–2010
Designer:
Unknown
Typography:
Neue Helvetica 96 Black Italic
Launched:
September 11, 2004
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.
Alternate version with red streak.
2010–present
2010–2019
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 [2].
Glossy variant
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125th Anniversary logo
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2019–present
2019–2020
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."
2020–present
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.
.png "Sears - 1945 (wordmark).png (161 KB)")
