Sears' New Logo is Strikingly Similar to Airbnb's
Amid the total rebranding Sears is attempting to make in an effort to save itself, a new logo and slogan have emerged. The department-store chain coined the phrase “making moments matter” in a video posted to social media earlier this month along with a new logo meant to represent the combination of a house and a heart.
According to an interview with the Chicago Tribune, Sears’ Chief Brand Officer, Peter Boutros said that the new slogan was meant to attract baby boomers and young families. He added that the new brand mantras were designed around the concept of going “back to the future,” and focusing on what Sears has always done well.
Now, they say imitation is the highest form of flattery, but this just seems a bit lazy. Though the brand’s revival was necessary at this point, Sears could have gone so many other ways with a new logo that didn't feel like a knock-off of Airbnb.
— Phil Quinn (@philquinn1) May 13, 2019
— Fortlandia (@Fortlandia) April 21, 2019
Although both companies have declined to comment on the matter directly, Sears jumped to the defense in a Facebook thread saying:
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. The rings, like those of a tree trunk, show longevity. With home and heart at the center, the rings radiate and grow to encompass our broad assortment of products and services.
While Sears appears to have completely adopted the new logo and slogan on social media, the company has yet to update its website and department stores.
Jim Cusson, president of retail marketing agency Theory House said, "Sears has a wealth of challenges facing them. And, I hate to use the expression ‘putting lipstick on a pig,’ but I think there were more critical issues to address than putting a new face on the store."