Saks Fifth Avenue

In 2007, Pentagram was faced with creating a new logo for the iconic New York store, Saks Fifth Avenue. One of the challenges they faced was that the company had used several logos over the years and had never really developed a signature mark, color or pattern. Their solution is a great example of approaching identity design from a systematic point of view. They took an existing Saks logo from the 70's, originally created by Massimo Vignelli, and created a system that hinted at the past while looking to the future.

We will have to wait and see the long term success of this identity design -- can it last longer than the many other logos of the company's past?








see the work and full description here