Belk, a 125-year-old department store with more than 300 stores in the Southern half of the U.S., occupies more than 29 million square feet of retail space. But the brand was showing its age. The logo had last been refreshed in 1967. The loyal Belk customer was getting older, and younger customers didn’t quite connect with the brand as much. Department stores were taking a hit from popular mall stores. It was clear that it was time to evolve the brand. And not only the logo, but everything about the brand. The mission, the vision, the company’s direction, their approach to everything. Ologie worked with senior executives at Belk to create a refined brand strategy, logo, tagline, and an entire visual system. The brand launched in 2010 to rave reviews, resulting in a stronger connection to customers, communities, and overall sales.
