Dollar Tree is a chain of retail stores where items cost one dollar or less, so it used to be called Only $1.00. It is the largest retail structure, covering 48 states in North America and neighboring Canada. It has 15,115 stores called Dollar Tree and Dollar Bills. It also has more than 8,000 Family Dollar outlets located in the United States. Commercial Services mainly sells cookware, candy, educational supplies, baked goods, electronics, cleaning and cleaning products, pet supplies, decor, snacks, frozen foods, toys, stationery, beauty and health products, cars, books, milk, pizza, handicraft paraphernalia, household items and more. The company was founded in 1986 and is now a Fortune 500 company. Its headquarters are located in Chesapeake, Virginia.
Meaning and History
The popular retail chain has several predecessor firms. The first is K&K 5&10, opened in 1953 by K. R. Perry in downtown Ben Franklin in Norfolk, Virginia. The second is K&K Toys, founded in 1970 by three entrepreneurs (K. R. Perry, Macon Brock, and Doug Perry). It has over 130 stores in the East Coast region. It was not until 1986 that the current version of the chain appeared. It was called Only $1.00 and consisted of five stores in Virginia, Tennessee, and Georgia. It was founded by Doug Perry, Ray Compton, and Macon Brock.
Earlier, the expansion of “dollar” stores was conducted in parallel with the chain of K&K Toys, which were located mainly in shopping centers. But in 1991, the company decided to focus solely on Only $1.00 and sold K&K to KB Toys. Two years later, the owners changed the name, using Dollar Tree Stores instead of the old version, to plan to open more stores with different pricing strategies going forward.
The logo, which also served as signage, was chosen to match the dollar tree’s brand name. Until then, the neon signs above the entrances had hung “ONLY >>> $1.00.” After it was decided to switch to the newly formed chain, management improved only its logo.
1986 – 1991
Initially, a logo based on the former store name was used. It consisted of the red word “Only” and the blue designation “$1.00”. In between were three short pointer arrows. All elements consisted of small vertical strokes running parallel. The shape of the letter “O” and the number “0” was identical, differing only in the color scheme.
1991 – 2006
By renaming the chain Dollar Tree, the parent company has completely rebranded. It changed everything from the structure to the logo. Since then, a dollar tree has hung on the sign above the entrance of each chain store. The picture consists of a unit (number 1), which acts as the trunk. It is black. In contrast to it, at the top is a circular green crown of folded dollar bills.
The tree is branched and powerful, as evidenced by the “foliage” lowered almost to the ground. The left side of the “branches” is a flat semicircle placed slightly (diagonal). It has five light green stripes. To the right is a quarter of the circle, colored dark green. Below them is the new name of the stores, in Peignot font with soft, streamlined letters rounded on the corners.
2006 – today
Currently, the logo is used with a redesigned name. It has been slanted to the right, reminiscent of a light italic style. The word combination is typed in a geometric upper case font with perfectly flat lines: the letter edges are clear and rounded corners. The exception is the “O” and the “R,” which are traditionally slanted. The other elements remain the same.
Font and Colors of the Emblem
Since the name of the Dollar Tree retail chain is very marketing and attracts customers, the management decided to emphasize it. To do this, the designers took it as the basis for the visual identity mark and developed a corresponding logo. As a result, a symbol with a unit and a round coin (crown) made up of narrow strips (presumably from the ribs of dollar bills) was approved.
For the emblem, the typeface was chosen, close to the Chorus Bold with significant changes. Later it was replaced by Helvetica Neue Black Italic, which was developed by the Swedish designer Max Miedinger in collaboration with Eduard Hoffmann. It first appeared in 1957.
The color scheme is related to money themes: everywhere you can see green – the color of paper bills of American dollars. Black (number 1) and white (background) are also used.