In collaboration with JKR, Nordstrom has refreshed the identity of its off-price brand Nordstrom Rack with the goal of differentiating it from competitors like TJMaxx and Ross.
![](https://thebrandinquirer.wordpress.com/wp-content/uploads/2023/06/collage-nordstrom-rack-new-logo-brand-design-2023.jpg?w=1024)
The identity also aims to attract new customers as the company has been underperforming for a few years after the pandemic.
![](https://thebrandinquirer.wordpress.com/wp-content/uploads/2023/06/nordstrom-new-logo-refresh-brand-2023.jpg?w=1000)
According to Lisa Smith, JKR’s executive creative director, the new brand identity represents how bold, confident, and savvy Nordstrom Rack customers are.
The refreshed Nordstrom Rack brand identity reflects the authentic, empowered and expressive spirit of our customers…
Red Godfrey, VP of Creative at Nordstrom, Inc
The new logo, inspired by the Rack logo used in the ’70s and ’80s, is built around a modular grid and the principles of flexibility and responsiveness.
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The logo replaces the thin font with a bold custom block typeface to emphasize the word Rack and places the Nordstrom name on top as an eyebrow.
![](https://thebrandinquirer.wordpress.com/wp-content/uploads/2023/06/before-after-nordstrom-rack-new-logo-brand-design-2023-logo.png?w=1024)
The logo can be rearranged from horizontal to asymmetrical and square, while the Nordstrom label expands or contracts to accommodate different platform sizes
The logo can also be 3D rendered with different textures like flowers, leather, or ice cream to represent seasonal sales like summer and spring.
![](https://thebrandinquirer.wordpress.com/wp-content/uploads/2023/06/3d-logos-nordstrom-rack-new-logo-brand-design-2023.jpg?w=1024)
The typeface from the logotype has been developed into a complete font family called ‘Rack Display,’ with characters that can be stretched to house photos and copy.
![](https://thebrandinquirer.wordpress.com/wp-content/uploads/2023/06/image-239.png?w=1024)
The previous gray and blue color palette has been revamped to include a set of vibrant blue tones, as well as secondary and tertiary color colors for seasonal promotions and sales.
![](https://thebrandinquirer.wordpress.com/wp-content/uploads/2023/06/frame-517.jpg?w=1024)
Through this new comprehensive and cohesive brand identity system, we aim to evolve our brand expression so we can effectively communicate our brand proposition, great brands at great prices, and invite customers to Rack their way.
Red Godfrey, VP of creative at Nordstrom, Inc.
![](https://thebrandinquirer.wordpress.com/wp-content/uploads/2023/06/nordstrom-rack-new-logo-brand-design-2023-1-1-1.jpg?w=1024)
![](https://thebrandinquirer.wordpress.com/wp-content/uploads/2023/06/billboard-nordstrom-rack-new-logo-brand-design-2023.png?w=1024)
Does this modern identity represent what Nordstrom Rack is for customers?
As a Nordstrom Rack shopper, this redesign took me by surprise, and it wasn’t a good one.
Although the design looks fresh and trendy with its variable font and grid layout, the brand looks like just another ordinary discount store instead of making Nordstrom Rack unique.
The reason for this is that they downplayed the association with Nordstrom in every way, starting with the logo where they tried to establish “Rack” as the main brand name.
The overall identity doesn’t convey the same luxurious feel as Nordstrom, which is one reason customers like Nordstrom Rack because they can find Nordstrom’s high-quality brands at lower prices.
However, that could also be their strategy, to make the Rack seem more approachable and welcoming to expand their customer base and boost sales.
Would you be more interested in shopping at Rack with this new look?
TBI