August 04, 2011  

Belk, a 125-year-old department store with more than 300 locations in the Southern U.S., is a storied retail institution in the region. 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 were gravitating to popular mall stores. It was clear that it was time to evolve the brand—and not just the logo, but the mission, the vision, the company’s direction, its approach to everything. Ologie worked with Belk’s senior executives to refine the brand strategy and update its logo, tagline, and entire visual system. The new brand launched in 2010 to rave reviews, followed by improved overall sales and a stronger connection to customers and communities.