Belk launching updated corporate identity

Charlotte, N.C. Belk has launched an updated corporate identity that projects the company's restated mission "to satisfy the modern Southern lifestyle like no one else.”

Anew graphics package will refresh the department store company’s visual identity with a new corporate logo, color palette and tagline: 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. "We want to reflect our increased focus on meeting the fashion needs of our modern customers. Our vision is for the 'modern, Southern woman to count on Belk first -- for her, for her family, for life."

Belk's new corporate identity will be introduced beginning in early October with an extensive branding and advertising campaign that will include market-wide television and print advertising, circulars, direct mail and social media, all of which will incorporate Belk's new graphic elements and brand messages. 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 its 305 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 in newly designed charge cards.

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.