Nordstrom Rack rebrands amid expansion — here are new locations and new logo

Nordstrom Rack is going back to the future — with an update.

The outlet division of Nordstrom is rolling out a new logo, inspired by the Rack logo used in the 1970s and 1980s, but modernized for today. The new logo was designed on a modular grid to be responsive for all sizes and platforms, which will help make the brand remain consistent across digital and physical experiences. 

Additionally, the new logo more closely aligns the Nordstrom and Nordstrom Rack brands in an effort to reflect the company’s interconnected business model. The new identity also includes a custom typeface as seen in the logo to further embody the spirit of the brand and allow for differentiation.

The new logo is part of Nordstrom Rack’s reimagined brand identity, which was developed in partnership with global branding agency Jones Knowles Ritchie (JKR). The refresh aims to further differentiate Nordstrom Rack in a competitive and loud off-price retail market, attract new customers and better connect with existing customers, the company said. The new brand system, including the logo, was built flexibly and responsively for a digital era, delivering a consistent brand experience wherever a customer interacts with the brand.

Starting this spring, Nordstrom Rack’s new logo and refreshed identity will appear in marketing campaigns and on the company’s digital channels, including NordstromRack.com, the Nordstrom Rack app, social media and e-mail communications, as well as on the exterior and interior signage of new and remodeled stores.

“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.” said Red Godfrey, VP of creative at Nordstrom, Inc.

New Locations 

In other news, Nordstrom Rack continues to announce new store locations.  Here are the latest.

•A 35,000-sq.-ft. store will open at Presidential Markets in Snellville, Ga., in spring 2024. The center managed by First Washington Realty.

• A 29,000-sq.-ft. store will open at Danada Square East in Wheaton, Ill., in spring 2024. The center is managed by Mid-America Asset Management, Inc. on behalf of LaSalle Investment Management 

• A 30,000-sq.-ft. store will open at South Beach Regional in Jacksonville Beach, Fla., in spring 2024. The center is owned and managed by Regency Centers.

•A 28,000-sq.-ft. store will open at Macedonia Gateway in Macedonia, Ohio, in spring 2023. is The center is owned and managed by Cipriani Investments.

In addition, Nordstrom Rack is opening five locations in California, including a store at The Davis Collection in Davis, Calif., in spring 2024.

Read more here.