Wednesday, April 3, 2019

Staples in big brand revamp; rolling out more private labels

Chain Store Age
Office products giant Staples Inc. is getting down to business with a brand revamp that includes a big focus on its “worklife” positioning.

As part of the revamp, the retailer replaced its signature slanted L logo with a streamlined mark whose main component is an actual staple. The new modernized icon is meant to reflect Staples “brand evolution and the enhanced experience it is delivering to its customers,” the company said. It also is a more literal representation of the Staples name. . . . more