EATONS GETS A BRAND NEW LOOK
By Adnews Staff
In preparation for the fall launch of the new eatons stores, Toronto-based Sears Canada has unveiled a new look for the old retailer. The corporate identity includes a new logo which will be featured on the exterior of all seven department stores that still carry the eatons name, as well as in the new catalogue, on the Web site and on all promotional materials. Aubergine, a shade of deep purple, has been chosen as the primary logo color. The name now features a lower-case "e" and no apostrophe before the "s". Penny Kitson, spokesperson for Sears Canada, said this is to reflect the evolution of the identity from a family name into a brand name. Consumers will get a sneak peak at the new look this month when the eatons new name and logo will appear in print materials as a supporting sponsor of the Fashion Cares fundraising event on April 29. eatons new corporate identity was created by an unnamed design firm working with Sears' in-house creative team.