Hoffman Estates, IL, September 21—Sears has adopted a new logo, only the fourth in its 118-year history, to give it what it describes as a "fresher, friendlier' look.
The company says it began switching to the revised logo this week in newspaper advertisements and by erecting new signs at a store in Vernon Hills, Ill., 15 miles east of its headquarters.
The logo is brighter blue than its predecessor, with "Sears' no longer in all capital letters. A red arc underlines the word.
No radical change was made to the previous logo because customer research found that it was consistently perceived as trustworthy and reliable.
