25 May 2019
As you may know, Sears announced a new logo on May 1st. Are they still in business? Well yes, their Canadian stores closed a few years ago, but about 400 of their American ones will remain open following a narrow escape from bankruptcy. Of course it's a bit of a "no-brainer" that the new logo looks like the AirBNB logo (middle icon above). However, having just read the rationale behind the Sears logo, and it seems that this rationale has been copied from the Habitat logo (bottom icon above), yet not executed as well:
The new icon was created to represent both home and heart, this shape also conveys motion through an infinity loop, reminiscent of one getting their arms around both home and life.
Well, at least not many Americans are familiar with Habitat. I wonder if this new logo is a sign things to come for Sears...