MACY’SVisual Identity System
Believe it or not, Macy’s never had a published set of brand guidelines. It was the wild west, and there were as many different reds as there were versions of the logo. I helped establish logo standards, do’s and don’t of using the iconic star, a refreshed color palette, photo guidelines and copy/voice direction. The goal of course was brand consistency, but also a warmer identity that positioned Macy’s as an optimistic and friendly brand.
Role: Created VIS from concept to delivery
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