Michaels updates logo and tagline
Michaels is celebrating its 50th anniversary with a brand refresh centered around its mission to fuel the joy of creativity.
The arts and crafts retailer said its new brand identity is designed to further establishing Michaels as the single destination for creatives to get inspired, learn, shop and create. An updated tagline of “Everything to Create Anything” supports the company’s new brand strategy and marks its next stage of growth as it looks to serve a greater audience to drive demand while meeting changing customer needs.
The new design system features the same logo and iconic Michaels red, but reimagined with updated fonts, accent colors and bold graphics that highlight the tactile nature of the creative products that inspire its customers. The roll-out of the visual refresh has already begun in stores and online and will continue over the coming weeks, encompassing every customer touchpoint from video to digital marketing to store signage and the online experience.
“Our customers’ creativity is the driving force of the Michaels brand, and it’s an honor to play a special role in helping them bring their ideas and projects to life,” said Mandy Rassi, senior VP and chief marketing officer at Michaels. “With a new brand strategy and purpose focused on fueling the joy of creativity, Michaels is well-positioned to meet creatives where they are while supporting every step of their journey and continuing to grow as a leader in our category.”
The new look and feel are launching with a campaign that introduces Michaels as customers’ creative partner, helping turn their ideas into “I did its!”
The brand refresh was developed in partnership with independent agency OKRP as a result of in-depth customer, competitor and company research and analysis It reflects Michaels’ rich history of supporting artists, makers and creatives while positioning the brand to continue being a leader in creativity for the next 50 years and beyond, the company said.
Founded in 1973 and headquartered in Irving, Tex., Michaels operates more than 1,270 stores in 49 states and Canada.