Recently I came across the latest development of the Saks Fifth Ave brand identity visual language, and it was a great reminder for all brands to actively review all touch points to maximize the leverage opportunities you have for your brand communications.
Following last years ‘back to the future’ refresh of the Saks brand identity (as covered in our 2010 trend report on brand visual language), the creative folk at Pentagram have updated the secondary visual language, keeping the Saks brand fresh and current. Pentagram have been designing visual identities for brands for decades, and you don’t stay at the top of the tree for that long unless you’re seriously good at what you do. The latest visual assets designed for the Saks brand continue the retro style and have turned their communications into hard working traffic drivers.
Dave Ansett, Brandamentalist
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Painter of Brand Canvases
This design by Pentagram actively seeks attention on all brand touch points. The black and white pattern accompanied by to-the-point brand messaging has a strong and potent attraction. The Saks Fifth Ave brand design by Pentagram keeps the design simple and strong. It’s great to see great designers sticking to what they do best.
Thanks Tim, It really is a great example of focused brand communications design and an ever evolving retail brand identity.
I love everything about New York and love this update of the Saks secondary visual language. Pentagram have executed this perfectly ensuing that brand loyalty remains as strong as ever.
More evidence of one of the great rules of branding, there is no communication too small that it shouldn’t be considered an opportunity to express brand personality.
I agree Dominic, Saks Fifth Ave is a quintessentially New York brand identity design but remains fresh and current – a nice piece of brand design.
You got that right Derek. Saks have proven that you can make each piece of your brand communication work really hard for you.
Pentagram are one of my favorite design studios. They way they capture a brands personality with such wit and playfulness is refreshing and memorable. great find.
Thanks Ron, those attributes of personality, refreshing and memorability are certainly key to how we see the world of brand identity and brand communications design.