https://www.bdma.org/tags/sears/Recent content in Sears on BDMA.orgHugo -- gohugo.ioenbdma.orgSun, 02 Aug 2026 00:00:00 +0000https://www.bdma.org/post/sears-star-logo/Sun, 02 Aug 2026 00:00:00 +0000https://www.bdma.org/post/sears-star-logo/ <h2 id="a-star-grafted-onto-a-century-old-wordmark">A Star Grafted Onto a Century-Old Wordmark</h2> <p><strong><a href="https://www.sears.com">Sears</a></strong> kept the same corporate logotype in place for twenty-one years before retiring it in June 1984 — a swap <a href="https://www.upi.com/Archives/1984/06/29/Sears-Roebuck-and-Company-is-retiring-its-21-year-old-logo/1271457329600/">UPI reported</a> as straight business news the day it happened. That kind of coverage is itself a signal: a retailer's wordmark rarely makes the wire unless the retailer sending it out is large enough that a redesign counts as a market event. Sears had earned that scale the hard way, over nearly a century of mail-order catalogs, and every version of its logo — from the lettering on turn-of-the-century catalog covers to the star-accented mark unveiled for Sears Canada in 2016 — had to carry the weight of a brand that had, at various points, been among the largest retailers in the United States.</p>