• Brandweek, Wednesday, July 5, 2006 11:15 AM

Footwear retailer Payless ShoeSource is updating its image with new product lines and a new logo, its first in two decades. "Consumer research over the past years has told us our current logo pigeonholes us and dates us," said company president-CEO Matt Rubel. "This new logo is designed to amplify the new Payless brand position--to inspire fun fashion possibilities for the family." The new logo retains Payless' orange color as well as the full name Payless ShoeSource. The logo features a stylized "P" in a circle treatment to suggest movement and change as well as a new, more fashionable font highlighting the word "Payless." It comes amid other changes, including updated styles in the retailer's seasonal offerings and the introduction of a designer collection called Abaete for Payless by fashion designer Laura Poretzky. The company has also partnered with the American Ballet Theatre to launch a co-branded line of dance shoes and accessories, and has acquired the American Eagle brand--which it will relaunch next year with a youth-oriented collection. A new store design also is in the works. In addition, Payless will run a "peel and win" game at participating stores from July 6-10. The game card features the old logo, which when peeled off reveals the new logo along with an instant prize or discount offer. Prizes include free shoes for a year and Payless gift cards.

Read the whole story at Brandweek »