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Sears Canada adopts understated new logo

People walk past the main Sears store in downtown Vancouver, British Columbia February 23, 2011. REUTERS/Andy Clark

Sears Canada is moving away from its classic blue-and-white logo today, and is adopting a much quieter, more refined one instead.

In the biggest change to the company's logo in 32 years, the company is looking to bolster sagging sales and look past numerous store closures across the country with the rebranding effort.

"The clean and contemporary logo features a timeless font with a fresh take on the maple leaf, signaling a redefined modern era for the brand," reads a press release from Sears Canada.

 

(Courtesy Sears Canada)
(Courtesy Sears Canada)

The reaction to the newly-unveiled logo has been mostly positive, although, some think the logo may be a touch too simple.

"The new Sears logo: because being boring is better than being ugly," wrote Josh Kolm of Strategy Online.

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The logo first appeared earlier this summer on new stores built in Thornhill, Ont. and Burlington, Ont. in the "Sears 2.0" model, which features "a more flexible layout to optimize productivity and in-store experience," the press release says. Sears Canada will also be placing greater emphasis on their e-commerce site.

The logo will appear on Ontario and Alberta locations as they undergo renovations, and all Canadian stores will be getting the logo through the fall.