Founded 50 years ago, Nordstrom Rack has decades more experience than younger competitors such as Saks Off Fifth and Macy’s Backstage. However, Nordstrom’s off-price sibling is struggling to differentiate itself in the minds of consumers. To better serve that goal, the brand is rolling out a new brand identity that includes a fresh logo and brand colors. It’s the first time Nordstrom Rack has updated its logo in more than a decade.
“Our old identity system had become a bit similar to what else is out there—everyone was using some of the similar techniques, everyone wants to talk about discounts, big numbers, and percentages,” said Red Godfrey, VP of creative at Nordstrom Inc. “There was an opportunity to be more distinct.”