Belk launches new corporate identity: 'Modern. Southern. Style.'

Major branding and marketing campaign includes new logo, tagline, signage, advertising

Home Accents Today Staff -- Home Accents Today, 10/4/2010 11:45:32 AM

Belk, Inc. has launched a campaign to refresh its visual identify with a new corporate logo, color palette and tagline that reads "Modern. Southern. Style."
The new logo and tagline represent the first significant change in the company's brand identity since its current logo and identity program were adopted in 1967.
"Our new brand clearly communicates what our company is today and what we aspire to be in the future," said Tim Belk, chairman and CEO. "Our vision is for the ‘modern, Southern woman to count on Belk first - for her, for her family, for life.'"
The company's re-branding process started more than a year ago and included extensive research involving hundreds of associates and a survey of more than 30,000 customers.
Approximately $70 million is slated to be spent over the next 18 months for corporate branding and marketing, including $25 million for the installation of new logo signs in 305 Belk stores over the next 12 months. Signs will be installed in 60 stores before year-end with the balance expected to be installed by November 2011. Customers will also see the new logo and identity elements in store displays and signage, and on newly designed charge cards.
Charlotte, N.C.-based Belk, Inc. is the nation's largest privately owned mainline department store company with 305 Belk stores located in 16 Southern states. The company was founded in 1888 by William Henry Belk in Monroe, N.C., and is in the third generation of Belk family leadership.