New Logotype Brief and Research

Last week I was given the brief to create a series of logotypes for a company that I could choose. I would need to give a reason for the rebrand and do some research into the company. I found it difficult to make a decision on what company I wanted to do. Initially I was thinking about Aldi, The Range and T.K.Maxx which I thought all needed rebrands however i decided on T.K.Maxx.

I began with some research into the company looking at things I liked and disliked. I also looked into the history of the company behind the stores here is some things I found:

• T.K.Maxx is ran by a company called TJX which has history back to 1919
• TJX also run the shops Marshalls, Home Goods, Sierra, Winners and Homesense.
• T.K.Maxx was founded in 1976 and now has 973 stores
• The reason why the American stores are called T.J.Maxx but the European stores are called T.K.Maxx is because they changed it will to stop confusion between the TJ Hughes stores.
• They have stores in America, UK, Ireland, Germany, Poland and Austria
• They have departments within their stores such as Women, Men, Kids, Toys, Home and Gifts.
• They Buy from big labels and top brands
• They claim they are not an outlet store
• They buy throughout the year and have items arrive throughout the week.
• They rapidly change assortments to create the treasure hunt shopping experience.
• Generally they sell up to 60% RRP 
• Stores are flexible and have no walls between departments.
• They do charity work 'Globally, we have an amazing history of giving back and its the heart of how we do business'
• They conduct their business with integrity.
• 'Exciting treasure-hunt shopping experience'

Some things I do not like about the company

• 'We love our bright modern stores and our lean, no frills way of working'
• 'So don't expect fancy extras in our stores just amazing brands, fashion, prices and quality'

The reason I do not like this branding is because sometimes when you go into the store and it is modern and simple and sometimes a bit messy and jumbled up it makes the store brands look cheaper than their designer labels which can hurt the company. I feel like it would benefit the brand to be more formal and high end but still keep its low prices. I also think they could use a name that is international and can be used for all of their stores.

To get a better idea of the identity of the company I visited the leeds branch and took a few pictures.

The store had a colour scheme of red, orange and white, there were also a lot of circles and everything was very open plan. The Upstairs contained gifting and women's clotheing and downstairs 

was men and children's clothes and home ware.
There was a lot of typography and signage in the place, and they were constantly showing their main selling points. They also tried to make there store personal by having a sign that read 'Love Leeds'. The shop comes across as very homily and family like due to its range of products.