Sears Canada adopts simpler logo

TORONTO — Sears Canada is replacing its well known blue and white logo with a more restrained one, consisting of just “SEARS” in a plain black font accompanied by a red outline of a maple leaf. The move comes as part of the wider marketing and restructuring strategy designed to reverse the struggling company’s fortunes. “The clean and contemporary logo features a timeless font with a fresh take on the maple leaf, signaling a redefined modern era for the brand,” reads a press release. The new logo made its first appearance this summer at two stores in the suburbs outside of Toronto, built on the “Sears 2.0” layout, aimed at improving efficiency and the customer experience. It will be rolled out to Ontario and Alberta stores as they are renovated, coming into use nationwide in the fall.