Eddie Bauer
Identity
Visual Systems
American classic
Since 1920, Eddie Bauer has evolved from a single store in Seattle to a tri-channel, international company with more than 590 stores worldwide, 110 million catalogs and online websites.
Challenges
Determine the relevance and resonance of an 80-year old retail identity in a highly competitive marketplace
Actions
Developed a set of image attributes as a means for evaluating the current identity based on interviews with senior management, observations of focus groups and a competitive review
Established a brand architecture with very specific parameters around defining which business names could be linked directly to the signature while restricting the use of other product, service and program names in conjunction with the signature
Retained the distinctive, historic Eddie Bauer signature, recommending its use in a more disciplined and contemporary manner
Formalized the use of “Since 1920”, the Creed, the Guarantee and the Goose Icon as essential secondary elements to support the rich heritage of the brand
Developed a visual system defining the staging of the signature, the use of contemporary typefaces and a classic, timeless color palette
Ensured the effectiveness and coherence of the system by developing a concise, easy-to-use set of guidelines