Table of Contents

I. Who We Are

II. Brand Tone of Voice

III. Store Layout

IV. Brand Information

V. Brand Positioning

VI. Logo

VII. Color Palette

VIII. Photography & Print Examples

IX. Typography

X. Contact Information

I. Who We Are Our goal is to have customer’s think “Sears” for their everyday needs and wants. Our company, Sears, Roebuck, offers a wide range of home mer-chandise, apparel, and automotive products and services through more than 1,338 Sears branded and affiliated stores in the US, which includes more than 2,172 full-line stores and over 50 spe-cialty stores. Sears, Roebuck is the nation’s largest provier of home services in the United States. We also offer a variety of services through Sears.com, Landsend.com, and specialty catalogs.

III. Store Layout Since our first catalog was published in 1888, we have grown a lot

as a company. The layout of our store is a very important aspect of our

business. It reflects how we intend to draw in our members and keep

them for a prolonged visit. Easy-to-find products as well as help from

our knowledgeable staff will give the member the “WOW” experience

we strive for. Also, keeping up with fashion and popular styles such as

our Kardashian Collection will help us draw in a younger crowd.

During the holiday season, we implement our Reindeer Run. This

consists of bright red boxes placed along the aisle with our bulk items at

discounted prices, and will make for great holiday gift ideas. Through-

out the rest of the year, making sure our store is clean and neat will be

more visually appealing to our members. Also, updating our plano-

grams on a regular basis will give our departements a fresh new feel

every time our members enter a department within our store.

VIII. Photography & Print Examples (Cont’d)

V. Brand Positioning

The “Sears” brand is different from other de-partment store brands. At Sears, we strive to make your shopping experience a personal one.

We have updated the brands we carry to include only the ones that you love most.

In addition, we have re-vamped our Automo-tive Center to better suit your needs. Our goal is to make Sears & Roebuck your one-stop-shop for everyday needs.

VI. Logo VII. Color Palette

VIII. Photography & Print Examples

IX. Typography

A 1 B 2C 3

II. Mission, Goals, & Objectives

Sears has strived on providing great products with un-matched service for years now. Delivering the best val-ue per dollar. We hope to consistently deliver value to our members, associates, shareholders and communi-ties we serve. As a company we exhibit a sense of pride and tradition in our work and what we sell and the mo-

tivation to make every day a great day.

Our objective is to reinvent the Sears image and give it some much needed life. We plan on attracting a young-

er demographic by implementing popular brandings and styles. Furthermore, we plan on adding some life

into our stores by changing the current store layout and adding some colors that we believe will be a more wel-

coming experience for our members.

Our version of the traditional Sears logo we anticipate will grab the eye of the member and give the brand a

whole new feel. The overall goal is to generate new cus-tomers. Like a phoeni Sears will rise from the ashes

and prosper.

X. Contact Information Sears Stores

1-800-697-3277

Sears en Espanol1-800-549-4505

Delivery 1-800-326-8738

Installation 1-800-326-8738

Repair1-800-252-1698

Rewards1-800-682-8691