Belk Inc. Launches New Corporate Identity: 'Modern. Southern. Style.'

11/3/2010

With its 125th anniversary less than three years away, Belk Inc., the nation's largest privately owned mainline department store, has launched an updated corporate identity that projects the company's restated mission "to satisfy the modern Southern lifestyle like no one else, so that our customers get the fashion they desire and the value they deserve."

A new graphics package will refresh the company's visual identity with a new corporate logo, color palette and tagline -- Modern. Southern. Style. The new logo and tagline represent the first significant change in the company's brand identity since its current logo and identity program were adopted in 1967.

"Our new brand clearly communicates what our company is today and what we aspire to be in the future," said Tim Belk, chairman and CEO. While it will continue to meet the needs of traditional customers, Belk is also focused on attracting "new customers who are looking for modern, updated brands and styles," he said.

Johnny Belk, president and COO, said Belk has been working hard to establish itself as the brand leader in cosmetics, dresses, shoes, costume jewelry, accessories and denim, and that the new branding will help the company expand its profile and realign its corporate image to better reflect the kind of stores it operates today.

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