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Shopko, a department store chain with approximately 135 stores throughout the Midwest, Mountain and Pacific Northwest regions of the United States, recently shed its very masculine image in favor of one that softens perceptions about the retailer and appeals to its primary customer base — women (much like the Sears campaign of yesteryear). Shopko provides “quality name-brand merchandise, great values, pharmacy and optical services” — which at quick glance is not what the old identity communicated.
The old Shopko brand, if anything, evoked Wal-Mart’s “Buy American” promotional campaign of the 1980s and 1990s (back when Wal-Mart actually bought and sold products that were made in America) through its patriotic use of red, white and blue color scheme. Although dissected into two halves by a white rule, the logotype was bold, distinct, and had some personality to it through the curved serifs. But, while graphically effective, the old logo just sent the wrong message about the type of goods sold at Shopko.
Because Shopko is more than just a discount superstore, featuring an in-store pharmacy and optical shop for busy families, the new identity needed to be more sophisticated and reflect more of its customers’ lifestyles. Under the supervision of Jack Mullen, Shopko’s new Senior Vice President of Marketing, the new brand has been radically overhauled from head to toe, with the help of Columbus, Ohio-based Chute Gerdeman Retail to design the logo as well as the stores — or, at least, a prototype store.
Set in all caps, the name is harder to read at first glance than its predecessor, particularly since the K is no longer set to the same height as the S. The letterforms themselves are too thin, while the cutesy terminals on the P and leg of the K are a little too much. Kerning between the ko is not consistent with the rest of the word, and the O’s appear to be tilted the wrong way. Simply put, the logo reminds me more of a trendy Asian restaurant than that of a department store. Despite the logo, the other elements of the Shopko re-brand appear to be a revolutionary improvement (based solely on the web site, as there aren’t any stores in my neck of the woods), and the manly, “Buy American”, big-box, discount superstore image has been softened to reflect a more feminine aesthetic… based on the previous, this is quite a makeover.
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Paul D’s comment is:
Am I the only one annoyed by the fictitious person conjured up by those kinds of slogans? I mean, who exactly is claiming Shopko is "his life, his style, etc?" Not me...
On Sep.19.2007 at 08:58 AM
Daniel’s comment is:
Looks like a new chocolate to me, not like a discounter.
On Sep.19.2007 at 09:04 AM
Audrée Lapierre’s comment is:
I agree with the asian restaurant comment
On Sep.19.2007 at 09:07 AM
Keith’s comment is:
Having just moved to the Midwest from Texas, I had never heard of ShopKo until arriving here. My impression, based strictly on the old logo, was of some weird auto parts store or tacky low-budget retailer (probably due to the racing stripe through the center of the logotype and the use of the "K"). The new logo is a radical departure though.
On Sep.19.2007 at 09:08 AM
CJ’s comment is:
Wow, they have a long way to go to change their brand. I've always associated them with the same quality and service as Wal-Mart, but with less merchandise choices. The new logo doesn't change my perceptions, just adds confusion... They are going to need a massive marketing effort to get this to fly.
On Sep.19.2007 at 09:09 AM
Nick’s comment is:
The S really bothers me. Its weight doesn't match the rest of the letters, which makes me think they just scaled up the S from whatever font they were using, instead of finding something with real small caps. Not that they should even be using small caps.
On Sep.19.2007 at 09:26 AM
Ty’s comment is:
Forget the logotype, let's rag on the font choice for the tagline a bit. Although clearly not Bradley Hand, it sure is too close for my taste.
On Sep.19.2007 at 09:52 AM
Aaron’s comment is:
They're clearly trying to evoke another city by piggy-backing on a logo we all know but don't have at the front of mind. Check out the Ks:
5000!’s comment is:
I wonder if Irving thinks the strategy and creative direction seems appropriate? ;)
I find it interesting that they found the need to update since they're "more than just a discount superstore, featuring an in-store pharmacy and optical shop." Don't most of the discount superstores feature extended services as well? I could be wrong, but I"m pretty sure that Wal-Mart, CostCo (also sorely in need of an identity redesign) and Sam's Club offer those services as well. And I wouldn't be surprised if Super K-Mart and Target Greatland also had them. Way to pick a good Unique Selling Proposition, ShopKo!
Also, I agree that it would feel right at home here in L.A.'s Koreatown, and I was going to mention Shiseido as well. Seems like an odd direction for a retailer with no international locations. Perhaps they're going for a post-internet Global Village thing?
Lastly, based on their site, it looks like it's "ShopKo," with a capital K. I'd be interested to know how they justified not carrying that through to the identity. Conversely, I don't love that lowercase, handwritten tagline but they do a good job carrying that idea over to the site.
On Sep.19.2007 at 01:03 PM
JonSel’s comment is:
The original logo looks very much like a highway gas station. The new one is much more stylish. It's quite a perception change. It seems they want to be viewed as a competitor to Target. Do the stores and their merchandise match the new perception? If they do, then it's probably a good re-brand.
On Sep.19.2007 at 01:19 PM
Tom M.’s comment is:
I first saw the new logo on the huge backlit sign outside one of their locations, and the execution was very odd. The logo is black (or a dark brown), on a dingy ivory/tan background, which made me think they were going back to some old legacy version of the logo (retro/nostalgia/vernacular, etc.). It just looks very bargain basement, kind of a 5 and dime image. And having been inside both stores in my area, I know they are trying to modernize a bit, ala Target, only with earthier tones (like the Shopko web site, which is a better handling of the identity).
If I get a chance, I'll post a photo of the sign.
Ha, my grandma calls them "Shopko's", like it's a last name (I'm going to go to Shopko's)... Such a Wisconsin thing...
On Sep.19.2007 at 01:22 PM
Alissa Miller’s comment is:
I think it's definitely an interesting choice to not make the K the same height as the S. It makes the whole name kind of run together. At least with the old logo I always read "Shop Ko" with a quick glance. In the new one all I see is "Shopoko." Combine that with the new typeface, I would definitely put it in the Asian restaurant category.
I do agree with the re-branding idea though. The old logo was quite bold and in your face. I also agree with the other comments that it evokes the feeling of an auto retailer or repair place. I think they've gone a little bit too far with their concept about making the logo more feminine. I think they could found a good balance somewhere between bold look and auto retailer.
On Sep.19.2007 at 01:52 PM
exigent’s comment is:
I think for the most part, the comments about the old one being far easier to read is a bunch of BS. The new script font is far superior to that of the clunky out of touch and out of demographic old logo. The new one reads clearer and it is softer due to the fact that the entire interior of these stores have changed to a "feel-happyiness" color scheme and home-ier experience.
Yes, the kerning could have used some closer inspection, but as a whole. Vastly Improved.
On Sep.19.2007 at 02:22 PM
cavalleto’s comment is:
A Spanish Radio (the most listened) had changed the logo (the new one is worse):
drew kora’s comment is:
"Asian Restaurant" and "Kern the K-O" were my exact first thoughts when I saw it.
On Sep.19.2007 at 03:03 PM
disgruntled designer’s comment is:
the type treatment and tagline look cheap, tacky, and unprofessional. hey isn't that what they are going for? kudos! you succeeded!
not sure where these are in the midwest but i have never seen them anywhere i lived.
On Sep.19.2007 at 03:07 PM
Splashman’s comment is:
I think we can all agree the old identity had to go. And I think we can all agree that the new identity is an improvement, based on their marketing goal.
But that's not saying much. As already noted, concept and execution are sadly lacking.
I can't help but scratch my head when a company whose very name evokes "cheapness" (i.e, anything with a -ko on the end) tries to remake itself as a stylish retailer. What's next? Rite-Aid competing with Nordstrom?
Their website reflects this marketing challenge perfectly. A token attempt at softness (the arc above the logo) and a thousand straight lines.
On Sep.19.2007 at 03:35 PM
GUESS’s comment is:
The name ShopKo almost oozes cheap products at cheap prices. It looks like they're attempting to move away from this feel, but they've started at the wrong place.
Why such a drastic change in logo when the name still conveys the old feelings?
The "Ko" really is a K.O. for this brand identity.
The logo is a definite improvement, but I feel as they missed the mark by only changing that aspect and not the entire brand itself.
On Sep.19.2007 at 05:04 PM
Knotta Beeotch’s comment is:
After being in this business for 13 years and working at several branding firms, I sympathize with the firm that designed this logo. It's a vast improvement from the original (Come on, it looked like it was for an auto parts store) and not all clients pick the perfect choice. I'm sure those of us in the real world have experienced that once or twice. For every client with excellent taste, there's always 15 more that think Curlz MT is tres chic.
On Sep.20.2007 at 10:42 AM
J Cooper’s comment is:
I think that the design is kinda neat. I like the color. You graphic artists....
On Sep.20.2007 at 11:06 AM
Lala Lucy’s comment is:
I'm slightly curious about something. People are mentioning the letter "K" as being the same height as the rest of the word like it's WRONG. Sure, it's not in-your-face anymore about being Shop KO, but what does KO really mean anyway?? Is there a meaning behind KO?? Do we really want the word KO to be a big deal? Now it reads as if it's one word, not SHOP...KO. It's not like you immediately translate Ko as being Company. And if Ko is supposed to mean company, than that, to me, is the equivalent of spelling coffee as "Koffee" or country as "Kountry." Like it's cute or something when really it just drives peope KRAZY. Unless I'm missing something precious about the separate KO.
On Sep.20.2007 at 05:08 PM
Danny Tanner’s comment is:
This logo look much better in context 
Massive improvement over it's midwest auto parts dealer look.
I must admit, asian resturant was my first thought too.
It's the combo of the brown, they typeface, and that the word does end in "ko."
I understand the choice in color. Brown feels more up scale,
unigue, and ownable, while classicly being gender neutral.
And that tagline. As word's,well, i get it.
But please, lose the script type in the logo, save it for the ad campaigns.
It feels forced, like the logo is trying to be an ad in itself.
James Kosmicki’s comment is:
Shopko's been in my hometown for quite a while now, and this redesign does fit their new marketing tack quite well. For quite a while now, Shopko has been going for more of a Target feel, moving away from the Wal-mart feel. The quality of the merchandise, especially the clothing, has been nicely upgraded in the past few years.
and what the information here doesn't completely convey is that the old auto-shop style logo used GREY as the accent color, not white. Add in to that that there's still orange accents and shopping carts from an even earlier logo/design scheme, and the upgrade is a long-time in coming.
On Sep.21.2007 at 09:40 AM
darrel’s comment is:
Having grown up in ShopKo land, I always knew it for what it was...a large discount retailer ala walmart or Target. The old logo 'said' that and I find nothing wrong with that.
The new logo, as others have stated, feels Asian and upscale.
But ShopKo isn't asian. Nor upscale. As such, the logo has nothing to do with what they actually are.
Seems that everyone wants to be 'upscale' but forgets that a lot of consumers are specifically looking for 'discount retailer' when they shop. No need to be something else other than a 'better wal-mart'.
Now, maybe they are completely revamping their entire product line and demographics, in which case, fine, but then why not go all out and do a complete name change as well?
On Sep.21.2007 at 10:37 AM
Brian Pelsoh’s comment is:
The new logo sucks, the old logo was worse, but the one b4 that is sweet (circa 1980–90). The brown color scheme is actually a return to their older identity. Everything used to be brown, red-orange, and accents of sky blue.
Jeff’s comment is:
wtf.
"my life. my style my stove."
? my stove? .. UGLYTYPE, AMIRITE?
pocketwookie’s comment is:
Brian,
I'm so glad you dug that up. I have really hated their logos since that version. I have a special place in my heart for that rounded, funky thing. It had some character. Target and Walmart were all bold, block letters at the time, and Shopko had it's own thing goin' on.
Jess’s comment is:
Seems like I've seen this sort of tag line somewhere else...
Alex Charchar’s comment is:
Probably the biggest department store in Australia has been using the "My store" tag for a while now. The cheery, half-singing, voice over of the ads has been infused in my mind! "it's my store, myyyeeeerrr"
The Hamster’s comment is:
Actually, I think they are ripping off Khol's, because whenever I drive by ShopKo now, that's what I think of. *shrug*
I do have to point out one thing in the OP's commentary. There are no name brands at ShopKo outside of Addidas, Nike, and Champion...which only amounts to 3 racks of sportswear in the clothing depts.
ShopKo is a lot like Kmart for anyone who hasn't been inside one.
On Oct.12.2007 at 05:59 PM
Lana Lang’s comment is:
Actually they do offer more name brands than sportwear & shoes... that are hard to come buy in many stores (Walmart, Kohls, Penney's, Target...)
I looked all these brands up by looking on the website by department.
Cannon (towels & sheets)
Columbia (Blankets)
Norton McNaughton (Womens' Clothing)
Rachel Ray Cookware/Knives
Keds (shoes)
Wrangler & Levi (I think Kohl's these tho...)
And... At least ShopKo carries electronics companies I recognize... IE not the made-up knock-offs from Walmart. WHICH! buy the way didn't work with my cable company cable box.
My Sister in Law loves Rachel Ray, for Christmas she made up a whole list of items she said she could only find at Shopko...I haven't really looked around to be honest tho.
On Nov.14.2007 at 09:23 PM
Mark’s comment is:
Such a smallish feeling logo for such a huge store, ech.
Looks more appropriate for a boutique or upscale fashion store.
I don't get it.
Why did they take away the most dynamic part of the logo away? the white line that separated the two halves was unique.
The old old Shopko logo, on the side of the trailer looks way ahead of it's time, wow.
On Nov.14.2007 at 11:36 PM
Max Nelson’s comment is:
The bottom line about shopko is they would care more about their logo than their employees. I worked for those blood suckers for about a year and was terminated for stopping a shoplifter. She tottalled 300 dollars worth of merch and is now spending ten years in the montana state penn, and the innocent (myself) paid the price. I've got two words about shopko's new logo, and I'll let you guess what they are.
On Jan.15.2008 at 09:51 AM
Mark’s comment is:
I think this logo will be hard to read from the expressway.
On Jan.16.2008 at 10:03 AM
john ’s comment is:
The service is still awful. The store in Salem OR is by a large grocery store. I go to Shopko to buy whatever the grocery store don't have, camera batteries, vacuum cleaner bags etc. In the past 10 trips, 8 of those the products have been miss marked. The shelf says one thing, they scan it, and the price is something else, always higher. I won't go to Walmart but I'm beginning to change my mind.
On Mar.16.2008 at 10:28 AM
madmilker’s comment is:
dang! not one comment in the Wal*Mart change. Yes! Sam Walton started with "Walton 5 & 10" and later "Wal-Mart" with a hyphen in the name but after his passing in 1992 which wus also the year Hillary left the board some few years later the purchasing department moved to China and the hyphen disappeared and a single big star took its place. And for it being a American company....what's the deal with a Department of People. Most people know that if you spend your money in the country you live in on items made there that currency stays there. So! if the American people spend it on foreign items how do they get those dollars back if you have a American company in China....Quote***Wal-Mart firmly believes in local procurement. We recognize that by purchasing quality products, we can generate more job opportunities, support local manufacturing and boost economic development. Over 95% of the merchandise in our stores in China is sourced locally. We have established partnerships with nearly 20,000 suppliers in China. At Wal-Mart, we always work with our suppliers to grow together. In August 2007, Wal-Mart once again secured the top spot of the 2007 Supplier Satisfaction Survey conducted by Business Information of Shanghai. Additionally, Wal-Mart directly exports about US$9 billion from China every year. The export volume by third party suppliers is also estimated to be over US$9 billion.***end quote!
Yeap! they have 95% China items in the stores in China which means the people there keep the yuan in the country working its a!! off not in some sitting in some foreign bank waiting like the people of America to have their government sell more debt to get it back.
Smart people in South Korea and Germany and the people of Japan are wising up. Wakeup World!
On May.13.2008 at 08:49 AM
Meg’s comment is:
ShopKo's tagline actually makes sense because in some languages, "ko" is a possessive word, almost similar to "my". For example: when I say "toy ko", what I mean is "my toy". So shop ko means "my shop", similar to "my store". =]
On Aug.07.2008 at 09:12 PM
Jeff’s comment is:
I also like the funky rounded logo, but that's not my point.
You have to remember that they are targeting this re-brand to women. It's an attempt to be more like Target. I think it will be more effective than what they're doing now, but not sure if how much they can compete with stores like Target and Wal-Mart because you need more than a logo, you have to differentiate yourself.
They can't just be the store that is kind of like Target. Target is modern and fashionable at reasonable prices and Wal-Mart is cheap. What exactly is Shopko?
Not sure, but I hope it works out. I grew up right next to one for most of my life in Omaha, NE. I went there because it was right down the street and for no other reason. Often, I would drive further because their prices were higher than others.
Good luck, old friend.
On Nov.20.2008 at 10:52 AM
Cathy Trowbridge’s comment is:
I haven't been in a Shopko for many years and now I remember why. I was in the store Dec. 3rd 2008 when they offered 15% off your purchase for people 55 and older. I spent $76.06 and didn't get the discount even though the cashier checked my ID. I went back a few days later when I noticed no discount, and they wouldn't honor the 15%. Saying I should have noticed right away even though it was the cashiers fault. Since I was in the store, I went ahead and bought some Christmas wrap that was on sale and didn't get the sale price. I am so fed up with them...oh my oh my ..word of mouth has soooo much power!!!!
On Dec.11.2008 at 12:13 PM
KFweYIILcbcdhZjKl’s comment is:
wQz7u1
On Dec.29.2008 at 06:44 PM
Peg’s comment is:
I don't care what anyone says... I love Shopko.
There are rumors that they are closing the stores in Utah. Does anyone know anything about that? If things keep going the way they are the only choice anyone will have is Walmart. Heaven help us then.
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