Sears first began as a mail order catalog in 1886. 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 logo's usage, Sears, Roebuck, and Co. used many different wordmarks.
1945–1960
1945–1949
1949–1960, 1968-2001
1953–1960, 2007–2018 (store concept)
In 2007, Sears unveiled a "classic" store concept located in Duluth, GA, using this logo. Its use was stopped again after the store concept shut down in 2018.
1960–1965
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Sears
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.
1964–1982
1964–1968
1968–1981
1981–1984
This logo was still used as a secondary in the latter half of 1984.
1983-1984
1984–2010
1984–1994
Designer:
Mike Samuel for Robert Gersin & Associates
Typography:
Neue Helvetica 96 Black Italic
Launched:
July 1, 1984
This logo was designed by Michael “Mike” Samuel for Robert Gersin & Associates and launched on July 1, 1984.
According to an AP article from June 30, 1984, Robert Gersin (president of Robert Gersin & Associates), 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 Gersin, 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 Gersin 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]
This logo can now only be found at the Burbank, CA location and on the interior entrances to the Sears in Hato Rey, Puerto Rico.
1994–2004
Designer:
Unknown
Typography:
Neue Helvetica 96 Black Italic
Launched:
October 1, 1994
This is a modified version of the 1984 logo, first used by Sears HomeLife Furniture stores on September 24, 1994. It was not rolled out as an official logo until October 1st of that same year. This logo was still used by the Mexican division until 2013, albeit in red. It is the most widely seen Sears logo in the United States despite being succeeded by four other logos since, appearing on six of the eleven surviving locations.
2004–2010
Designer:
Unknown
Typography:
Neue Helvetica 96 Black Italic
Launched:
November 11, 2004
In November 2004, following the merger with Kmart Corporation and the creation of Sears Holdings, Sears adopted the mixed-case wordmark that had been used by their Sears Grand concept since September 2003. As of April 2024, the Whittier, CA store is the last to feature this logo, though it is still used on the dormant Sears Archives website. Sears Canada used it for its own operations until 2016, and Sears Centre’s logo went unupdated until 2020.
2010–present
2010–2019
Designer:
Unknown
Typography:
Helvetica Neue Pro Thin
Launched:
Unknown
In late 2010, the wordmark was completely overhauled, this time dropping the capital from the first S and drastically decreasing the type’s weight. Only the Braintree, MA and Tukwila, WA locations use this logo. Coincidentally, this looks very similar to a Canadian alternate logo used in the late 1980s.
2019–present
2019–2020
Designer:
Unknown
Typography:
Nimbus Sans (slightly modified)
Launched:
Unknown
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 was boldened, and added a symbol known as an "infinity loop" with a light green gradient. They also introduced a new slogan, "Making Moments Matter".
2020–present
Designer:
Unknown
Typography:
Nimbus Sans (slightly modified)
Launched:
Unknown
On January 29, 2020, Sears' logo was updated with the wordmark being lightened and the icon was slightly modified. The "loop" was removed, 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's. Neither this logo nor its predecessor appear on any physical Sears location.
