March 11, 2019

POSTED BY

Jesus Ortega

CATEGORY

Major Setback for Lord + Taylor Branding

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The coming of the year 2019 hasn’t been all great for one of the most important department stores in the US. Early this year, Lord + Taylor closed down their historic flagship store located in Fifth Avenue after 104 years. This week they revealed or gave us a sneak peek …

new york branding sports graphic design firm

The coming of the year 2019 hasn’t been all great for one of the most important department stores in the US. Early this year, Lord + Taylor closed down their historic flagship store located in Fifth Avenue after 104 years. This week they revealed or gave us a sneak peek of their new branding which has been highly criticized.

The drastic change of Lord + Taylor new branding was introduced to the public via social media. With no official announcement being made by the oldest department store in the country, they stamped their new identity across all their social media pages except the main webpage which continues to display their previous identity. Throughout the past years Lord + Taylor has changed their logo and each time it feels, even more, misrepresents and does not align with the company foundations.

new york branding sports graphic design firm
Logo Evolution

Their previous brand changes were criticized for lacking sophistication and were even compared to a terrible sharpie look script. The recent change is even far worse with a drastic change. Not only is Lord + Taylor saying goodbye to their iconic flagship store but they are also saying goodbye to the symbolic script logo that has been around since it was founded. The new identity spells out the companies name in a Sans-Serif font that joins the two words with a plus sign; Not to mention that it is surrounded with an outline box.

The branding really seems misguided and certainly does not represents Lord + Taylor. It went from looking luxury to feeling like an over the counter product sold in retail stores. According to the company, this drastic change was made to focus on the digital platform that will provide a pleasant online experience. The new branding lacks creativity and fails to transmit the long history of Lord + Taylor. The cliche look is composed of terrible use of spacing and an overused plus sign. Don’t be surprised if you ever see me review this brand again and hopefully next time it would be a good review.

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