Nameless logo – Smart move for the future?
In the midst of the Starbucks logo changes, Target has changed its logo much more quietly. Â This is a great example of a logo update versus a logo change. Â A logo update brings your logo into the future without ever alarming your core.
Target dropped the words Target from the logo, and simply kept the Bullseye as the logo. (Check out Target.com to see the nameless logo at work.) No one can pinpoint when this happened. The lack of the word “Target†was immediately compared to the latest move with Starbucks. Unlike the move with Starbucks, many design expert agrees with Target’s move, as the Bullseye was simple and easily recognizable. In fact, according to Target’s company website, 96% of people recognize the Bullseye, ahead of Apple and the Nike swoosh. Bullseye also in itself represent the word “target†graphically, like the apple. Therefore, the logo was well designed as a standalone.
Nevertheless, it seems like an interesting move. I think it’s smart for a few reasons.
- Target has a thriving private label business. Currently, that line is marketed under Archer Farms. However, the Bullseye now open a whole new line of opportunities in further extending their private label business.
- Target has many exclusive designer clothing lines. In other departments has also been consistent in their buying efforts. Target has came to represent a clear design sensibility. In fact, people has renamed Target into their own brand name Tarjay. So, why not capitalize on that fact. Simplify the logo. That logo can expand into represent a style and therefore onto new lines of products.
- Similar to my argument on Starbucks, Target has global ambitions. Removing the English name allows for better global branding and localization of branding efforts.  Check out the photo below for a Walmart in China.  A lot of words and characters were required for a simple store front. Consider the clutter on a bag, a circular, an ad, etc.
- Store formats are ever-changing. There is SuperTarget. There is Target Greatland. There is Target. If Walmart’s moves are any indication, Target will continue to evolve itself. The evolution is going to require subbranding. A simplify logo will give flexibility to allow for the subbranding to occur, while maintain the parent identity without using a lot of words.
Photo Credit: Target Logo via Styleite. ®/™ Trademarks owned by Target Corporation. Walmart China by Bill Lehane.
Related articles
- Nameless logos (curiousmarketeer.com)
- Logo updates vs Logo changes (curiousmarketeer.com)
- Food for Thought: Tiny Walmarts (curiousmarketeer.com)
- Food for thought: SuperTarget (curiousmarketeer.com)
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Jeannie Chan is a Brand Manager for a Fortune 500 consumer goods company. She considers herself a marketer, a traveler, and a foodie. Jeannie lives in NYC. 
