I have toyed back and forth with the idea of voicing my opinion about the new Belk identity for some time. Finally, I decided yes, I will construct a brief comment on the concept.
Maybe it is because I recently had what seems like infinite years of concept development strategy beaten into my head or maybe it is simply my inner consumer or maybe it is both, but the only thing I like about this logo is the type. I'm not sure what the flower/feather vector art on the left side is supposed to symbolize. And southern hasn't been synonymous with style since before the Civil War, so I am not sure why they would want to bring their Charlotte origins to market attentions. (Not to say that people who live in the south can't be stylish, but when you think "style," "southern" is not what comes to mind.
Obviously, this a company striving for relevance in contemporary culture, not only by image but expansion of merchandise offerings. I'm not sure that I'm intrigued enough to check it out...
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