• Baltimore Sun, Friday, January 5, 2007 12:30 PM

Saks Fifth Avenue executives have unveiled the company's seventh logo since 1940--a bold black-and-white creation that harks back to the department store's early years, but suggests freshness and possibilities.

They hope the revamped logo will do what its previous incarnations have not. They want the new signature look to be "similar to the Burberry Nova Check and the Louis Vuitton LV, [becoming] an enduring icon, synonymous with Saks Fifth Avenue style."

Nowhere in press materials or in interviews do Saks officials say they are repositioning to attract younger shoppers. In fact, executives are careful to stress their desire to maintain tradition and the company's "heritage." But retail observers say it's clear the demo Saks is after with this new, bold graphic campaign.

"They're trying to retain their existing customer base, while creating some newer emotional ties with younger customers," says Jim Mousner, principal and creative director of Origin Design.

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