Nordstrom Rack, the off-price sibling of Nordstrom, has been around for 50 years, and now, the brand is introducing a fresh brand identity to better differentiate itself from its competitors. The move comes as the brand struggles to maintain its market position against newer competitors like Saks Off Fifth and Macy’s Backstage.
New Logo and Brand Colors
The brand’s new identity includes a fresh logo and brand colors, which is the first update to the Nordstrom Rack logo in over a decade. The new logo is designed by Jones Knowles Ritchie and features plumped-up rack letters in a retro font that echoes the brand’s 1970s heritage.
The goal of the new logo is to ensure the brand continues to find new customers in a competitive marketplace and rebuild for a digital landscape, while aligning the Nordstrom and Nordstrom Rack brands. The curved letterforms and brighter palette suggest a turn towards a louder, more confident brand expression.
Modular Grid
The new logo is designed on a modular grid, making it more responsive on a range of platforms, including digital and mobile formats, and ensuring consistency across physical and digital applications. The mark will roll out across in-person store signage and online as well.
New Signature Colors
Nordstrom Rack’s previous master color was a mid-tone blue, which has now been evolved to include multiple shades of the hue. Jones Knowles Ritchie has also introduced secondary and tertiary palettes for season changes and promotions.
The refreshed brand will roll out this spring 2023 online and in-person, across new and reworked stores. The new identity system is distinctive to Nordstrom Rack, responsive across all touchpoints, and ultimately connects with the Rack customer, wherever they interact with the brand.
The Bottom Line
With the rebrand, Nordstrom Rack is positioning itself for success in the digital age while staying true to its heritage. The new logo and brand colors are designed to stand out in a crowded marketplace and appeal to the brand’s confident and savvy customer base. By using a modular grid, the new logo is also more responsive on a range of platforms, ensuring consistency across physical and digital applications. Look out for the refreshed brand identity, which will roll out this spring 2023 online and in-person, across new and reworked stores.
