SEARS Corporate Branding Guide, 2009 Executive Edition © Sears Holding Corp.

Designed by EyeCon Graphics ...... Our Mission

...... Our Story

...... Current Brand

...... Why Rebrand?

...... Mood and Inspiration

...... Color Choice The Guide ...... Type ...... Imagery

...... Logo Design

...... Internal Launch

...... Employee Gifts

...... Stationery

...... The Campaign

...... The New Look Mission

To grow our business by providing quality products and services at great value when and where our customers want them, and by building positive, lasting relationships with our customers. Sears’ Vision

To be the preferred and most trusted resource for the products and services 4 Our Mission that enhance home and family life. 5 Sears’ Core Values

We must

· Earn our customers’ trust and business every day · Act with integrity in everything we do · Treat everyone fairly and value diversity · Be accountable for our actions, and · Win as a team! Our Story

Company History

Sears, Roebuck, and Company was founded in Chicago, Illinois in 1886 as a mail order company that quickly evolved into the country’s largest 6 retailer. It was responsible for the creation of the Allstate Insurance Com- 7 pany, purchased Dean Whitter and Coldwell Banker. In the 1980’s and 1990’s, Sears began to divest its non-retail businesses as an attempt to improve profitability. In the late 1990’s, Wal-Mart stores began to steal Sears’ market share. Falling profitability made Sears a takeover target for Kmart in 2005.

Kmart opened its first store in 1962. In the 1980’s and 1990’s, Kmart stores were considered outdated, causing Kmart to begin focusing its attention on its other subsidiaries, such as The Sports Authority and Waldenbooks (both companies were divested before the Sears - Kmart merger in 2004). The 1990’s saw many store closures leading to bankruptcy in 2002. This was when current chairman Edward Lampert decided to buy a majority stake in Kmart, citing undervalued real estate as the reason for his pur- chase. In late 2004, Kmart announced it intention to purchase Sears and completed the sale just months later, creating Sears Holding Corporation. Current Brand Why Rebrand?

Competitors for Sears DIRECT COMPETITOR COMPARISON (2008)

Sears JcPenny Target WalMart 8 9

Market Cap: 6.99B N/A 29.12B 191.29B Qtrly Rev Growth: -11.90% N/A -1.60% 1.70% Revenue: 46.77B 19.86B1 64.95B 405.61B Net Income (ttm): 53.00M 1.11B 12.21B 13.25B

As we can see from the market data above, SEARS Holding Corp. is falling behind in the numbers compared to its closest competition. Viewing the images to the left we see that the company has come a long way from its original appearance as it has always managed to stay in touch with what America needs and reinvent itself as necessary. It is that time again. The image has lost its appeal to the modern family and with competition like Target and Walmart working at a consistent pace to remain relevant, it is time that SEARS take this step and continue to remain one of the leading names the American family shopping experience Warm Mood and Inspiration

Comfortable

Now that we have seen where we come from it’s time to show where it is we plan to take the company. The images and phrases to the right reveal the original ideas that have inspired this brand change. It is meant to define the values we wish to maintain and the image we wish to portray.

First of all, we wish to remain timeless and classic. SEARS is a trusted name 10 in America and remains so by sticking to its vision and core values. We 11 want to be known as a reliable caring institution that can be trusted and relevant at the same time.

Next, we want to create an image that tells people we are current and up Building to date with the physical and mental trends of today. We want them to Yesterday’s know that they are getting the best for the best value. We wish to show that we are concerned for our planet and take this into the creation and Tomorrow, sales of our products. Finally, we want to appeal not only to our current Today... customer but to the up and coming shoppers of tomorrow. We want to create trust in a new generation to continue our role as one of the leading brands in home and fashion.

Finally, we want to introduce a new side of SEARS by creating this idea of longevity. The new slogan “Building Yesterday’s Tomorrow, Today” is meant to say that we know where we come from and we know where we’re going. If you stick with us we will help lead you into that vision of the future that is instilled in all of us as Americans. Classic Natural Pantone 7416 c

0 66 70 0 Pantone 134 c 244 121 84 5 16 67 0

242 208 111

Color Choice

12 In a world that is quickly going green, it is our aim to stay in touch with 13 this on going effort. The colors selected represent this attempt to stay relevant to the times. The earth tones generate a feeling of warmth to the viewer that is a staple to the SEARS brand and help the viewer connect to the green concept.

Pantone 7495 c

50 24 92 4

137 156 68

Pantone 451 c 39 37 70 7 Pantone 202 c

155 141 96 29 92 77 29

140 42 49 Type & Imagery

The font chosen to aid in our new look is DIN Schrift (Neuzeit Grotesk Light). This type is mod- ern and new looking but maintains a class and appeal that is universally accepted. Due to its clean look and San-Serif design it is up to date 14 without being overdone, a feeling we would 15 like to ascribe to the company as a whole.

ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789

abcdefghijklmnopqrstuvwxyz 01234567890 The imagery we see here represents a continu- ation of this attempt to stay modern, classic and family oriented. There is meant to be a sense of joy and trust within each photograph.The crisp, clean colors attract the eye and the subject mat- ter brings an overall warmth to the viewer Original Sketches

Final Design

16 Logo Design Without Tagline With Tagline Alternates 17

Since 1886

Since 1886

Since 1886

Since 1886 Internal Launch Employee Gifts

Gift Bag January S M T W T F S 1 2

3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

18 To our valued employees, 24 25 26 27 28 29 30 19

We would like to announce to all our valued Sears employees the rebranding of our corporate image. We realize in these challenging 31 times a need to stay up with the times in order remain relevant in this ever changing economic climate. With our new logo and tag line we hope to reinvent our image and modernize our values as a company. We hope you will all be as excited as we are with the up and coming changes that Bringing you Yesterday’s Tomorrow, will rejuvenate our business and ring in a new era for our company. Today...

We would like to offer you, our valued employee, a token of our gratitude for your previous and current support. Enclosed in your gift bag you will fi nd a clock that reveals our new logo and symbolizes our goal to stay up to date and aid in our attempt to live in the present. Also you will fi nd a Calendar desk calendar consisting of images to remind you where we as a compa- ny came from and simultaneously help us to look to the future. We hope you will enjoy these small tokens of our gratitude and use them to help us welcome in a new future for Sears.

Again, we wish to thank you for your continued support and efforts and hope that you will appreciate the changes we are about to go through. We would also like to invite you all to a relaunch celebration we hope to hold in the near future. You are welcome to bring your family to this event to help celebrate this auspicious time in our development. If you have any suggestions or concerns we are happy to hear from you. Once more, thank you for your patience and support and we will see you in the future.

Sincerely Yours,

W. Bruce Johnson, C.E.O. Sears, Robuck and Co.

Desk Clock

Sears, Roebuck and Co. 3333 Beverly Road, Hoffman Estates, IL 60179 Fax : 847.286.2567 Tel : 847.286.2500 www.sears.com Business Card Letterhead 2.5” x 2.5” 8.5”x 11”

Front Back

Bringing you Yesterday’s Tomorrow, Today...

W. Bruce Johnson, C.E.O. Email : [email protected] Sears, Roebuck and Co. URL : http://www.sears.com 3333 Beverly Road Tel : 847-286-2500 Hoffman Estates, IL 60179

Envelope 20 9.5” x 4.125” 21

Sears, Roebuck and Co. 3333 Beverly Road Hoffman Estates, IL 60179

Sears, Roebuck and Co. 3333 Beverly Road, Hoffman Estates, IL 60179 Fax : 847.286.2567 Tel : 847.286.2500 www.sears.com Bringing You Yesterday’s Tomorrow The Campaign

22 23

Bringing You Yesterday’s Tomorrow, Today. The New Look Employee ID Brand Application

Employee Polo

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Delivery Truck