After overhauling Fanta only a week ago, Jones Knowles Ritchie has launched an updated brand for Nordstrom Rack. The goal is to ensure the brand continues to find new customers in a competitive marketplace and rebuild for a digital landscape, while aligning the Nordstrom and Nordstrom Rack brands. JKR finds its solution in a logo from the 70s and 80s – an approach that continues to inform branding projects this year. The curved letterforms and brighter palette suggest a turn towards a louder, more confident brand expression.
The iteration of Nordstrom Rack’s logo from decades ago has been modernised for the brand’s needs today. JKR introduces a modular grid, so the mark can be responsive on a range of platforms and stay consistent across physical and digital applications.
Lisa Smith, JKR ECD explains the design approach: “As we began work with Nordstrom Rack it immediately became clear that their customers are bold, confident and savvy and that we had an opportunity to embody that spirit and the brand’s unique proposition through its visual identity and brand experience. We created this identity system to be distinctive to Rack, responsive across all touch points and ultimately to connect with the Rack customer, wherever they interact with the brand.”
The retailer’s previous master colour has been evolved from a singular mid-tone blue to a set of signature colours, with JKR also introducing secondary and tertiary palettes for season changes and promotions. The refreshed brand will roll out this spring 2023 online and in-person, across new and reworked stores.
GalleryJKR: Nordstrom Rack (Copyright © Jones Knowles Ritchie, 2023)
JKR: Nordstrom Rack (Copyright © Jones Knowles Ritchie, 2023)