Sears Canada has unveiled a new logo, part of its ongoing efforts to revitalize the brand.

The logo change, to a more clean and contemporary look, is Sears most dramatic branding change within the past 32 years. The idea was to convey the more modern, streamlined approach that it’s striving for online and in-store, Brandon G. Stranzl, Sears Canada’s executive chairman, said in a press release.

The new logo has already been used at the Promenade Mall and Mapleview Centres locations in Thornhill, Ont. and Burlington, Ont. respectively. Both of those Greater Toronto Area stores are undergoing significant renovations and are being used as a prototype for what the brand calls its “Sears 2.0” locations, aimed at providing a more customer-focused assortment and flexible layout. The Promenade location is set to be complete next month, with Mapleview to follow in November.

Over the next few months, Sears will also debut an improved online shopping experience and new brand fashion lines, according to its release. Ontario and Alberta customers will see the new logo during store renovations and e-commerce pilot testing this summer, while it will roll out to the rest of the country this fall on shopping bags, retail flyers and catalogues.

Sears currently employs 17,000 Canadians, with 154 corporate stores and 106 “Hometown” stores (its locations for home appliances). Last month, it announced its president and chief merchant Carrie Kirkman would be transitioning out of the role, the most recent in a series of leadership changes.

Sears Canada’s logo changes over the years:

1953 – 1973

The first logos carried the names of Sears Canada’s two founding parent retail companies.

1973 – 1984 

To reduce brand confusion with existing nearby Simpsons stores, the company moved its branding and marketing materials to feature the Sears name as a stand-alone.

1984 – 2016

Sears Canada formally changed its corporate name to Sears Canada Inc. in 1984 and adopted a new logo. In 1996, the brand added a small maple leaf, demonstrating its Canadian identity in a more prominent manner.

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