
Staples is keeping things literal with a new logo that includes a staple icon that can also be used as a desk. The office supplies retailer updated its brand this week with a new look, services and in-house offerings designed to appeal to its business customers.
The new logo puts a simple staple ahead of the Staples brand name, which is still in red. The “staple” logo is a departure from the Framingham, Mass.-based chain’s slanted L logo, which was in use for more than 25 years. A release offers a not-so-necessary explanation, noting “the new simplified and modernized icon is also a more direct representation of the Staples’ name.” It’s unclear which, if any, agencies worked with Staples on its new branding; a spokeswoman did not respond to a request for credits.
Marshall Warkentin, chief marketing officer, explained in a statement that the brand refresh symbolizes “the innovative, forward-thinking problem-solvers” that are Staples clients and the Staples brand itself.
Continue reading at AdAge.com