Michael Beirut. Pentagram. Sak's New Look.
Come January 2nd, Saks Fifth Avenue dons it's new look. I've posted on Michael Beirut many times before, and here's yet another example of this great design thinker.The advantage of the program, deployed in black and white like the store’s holiday “snowflake” packaging, is that it creates recognizable consistency without sameness. The logo elements will be used in signage and direct mail and advertising. Most importantly, there are over forty different packages in the program, from jewelry boxes to hat boxes, and four sizes of shopping bags. In the new program, no two of these are alike, yet they all go together. Our hope is that they will all become associated in the minds of shoppers with the style and elan of Saks Fifth Avenue.
Look forward to seeing it in person. An interesting note: the last Saks Fifth Avenue logo was designed by Beirut's former employer Massimo Vignelli.
posted by studiosmith @ permalink
2 Comments:
I think this new identity is very classy and beautiful. Love it.
Glad you stopped by Chris. I love it too. In fact I love it mostly for what it's not. It's not over rationalized nor over intellectualized. It's basically homage to a recognized brand which already had acceptance, momentum and traction. A mash-up if you will. A lot of Beirut's work strikes me as highly pedestrian and appropriate. the SFA solution sets the stage for so many iterations well into the future. And when I work on identity projects, longevity is always a client concern.
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