What makes a good store logo? – Part 2

Good branding communicates what you stand for as a business. That branding can be communicated verbally or visually. Last week we kicked off a month-long series featuring retail designer Martin Roberts, who’ll discuss logos he helped recreate for four retailers. This week Martin looks at Williams & Kay. A few years ago, Williams & Kay had a problem: How could this furniture store in Anchorage, Alaska distinguish itself from a saturated market of low- and mid-level furniture retailers. Roberts toured the store and decided to, among other things, upgrade the company’s logo to reflect the higher quality furniture the store offers.

He also incorporated into the logo what product and service—furniture and design—the store offers. “I told them, ‘You guys are much more than a middle-of-the-road store,” said Martin. “I told them, ‘You’re better than that and your brand needs to say as much.’ Now when customers see the new logo they have a better idea of not just the type of furniture sold there, but the other services offered.

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