Sears Roebuck & Company Sears Original logo Sears 1967 Sears1963 Sears logo (1984-1994)
1886–1923 1923–1958 1958–1963 1963–1984 1984–1994
Sears logo (1994-2004) Sears logo 2004 Sears logo 2010 Sears 2019
1994–2004 2004–2010 2010–2019 2019–present

Sears Roebuck and Company


Sears Roebuck & Company

This is Sears' first logo from when it began as a mail order catalog. This logo is still used on occasion for promotional items.



Sears Original logo

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Sears 1967

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The font became Goudy Old Style.





Sears logo (1984-1994)

In 1984, the logo was updated to the Helvetica typeface with white lines inside the letters.


Sears logo (1994-2004)

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 three other logos. It is still in use at several stores and malls in the United States.


Sears logo 2004

In November 2004, following the merger with Kmart and the creation of the Sears Holdings Corporation, the "ears" part was changed to lowercase. This logo is still used for several of Sears' subsidiaries such as Sears Grand and Sears Archives, and also in Canada until 2016.



Sears logo 2010

In late 2010, the entire font on the wordmark was changed and made lowercase.


Sears 2019

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. It almost looks like the Airbnb logo. Their new slogan is, "Making Moments Matter." Sears will shrink their locations to 425 stores.

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