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| 1886–1923 | 1923–1958 | 1958–1966 | 1966–1984 | 1984–1994 |
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| 1994–2004 | 2004–2010 | 2010–2019 | 2019–2020 | 2020–present |
Sears Roebuck and Company
1886–1923
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
1958–1966
The font became Goudy Old Style. It was briefly seen in a Sears commercial from 1987.
1966–1984
1984–1994
In 1984, the logo was updated to the Helvetica typeface with white lines inside the letters. It's still seen in some entrances inside some malls.
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 four other logos. It is still in use at several stores and malls in the United States.
2004–2010
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.
2010–2019
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' 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
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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