Lowe’s is an American retail chain. Its full name is Lowe’s Companies, Inc. She specializes in building materials, home appliances and all things home, second only to rival brand The Home Depot. The firm has extensive sales networks in the United States and Canada, which are operated from Mooresville, North Carolina. The founder of the company is Lucius Smith Lowe, who named it after himself. The time of foundation is March 1921.
Meaning and History
The very first store appeared in North Wilkesboro, North Carolina and was called North Wilkesboro Hardware. After the death of the first owner, the outlet passed to his daughter Jim Lowe Ruth Buchan, but she immediately sold the inheritance to her brother Jim Lowe. He took the share of Carl Buchan, the sister’s husband.
It was his brother-in-law who contributed to the flourishing of the commercial enterprise, since the events took place in 1943, during the Second World War. After graduation, Buchan foresaw a sharp rise in demand for building materials and equipment, so he changed the specialization of the store. Until that time, he sold dry goods, groceries, snuff and horseshoe nails.
The business really took off, so in 1949 the owners acquired a second store in Sparta, the same state. As a result, the emblem, which served mainly as a sign, became known outside the hometown. In 1952, Carl Buchan became the sole owner of construction outlets. He incorporated the company as Lowe’s North Wilkesboro Hardware. And his partner Jim Lowe spun off and created his own grocery retail chain called Lowes Foods.
By early 1955, the building materials firm had rapidly expanded to include several neighboring cities, for which it needed a catchy personal identity badge to identify its six stores. After the sudden death of Buchan, his team renamed the company, bringing it to the international market under the current name Lowe’s Companies Inc. The first retail outlet outside the country appeared in Hamilton (Ontario, Canada). In general, there are four types of logos in the history of the brand.
1955 – 1965
For ten years, the business has used a simple one-word logo – Lowe’s. It is made with geometric letters – even, wide, smooth. Moreover, the symbols are slightly flattened, therefore, they are elongated horizontally. The inscription contains a combination of uppercase and lowercase characters. The apostrophe looks like a miniature square with a stroke. The text is colored bright red and looks impressive against a white background.
1965 – present
In this version, the designers have converted all letters to upper case, but at the same time left the “L” larger than the rest. They also rounded the outer corners of the “O” and “W”, so the signs contrast with the “E” and “L”, which do not have such rounds – they are geometrically strict, even and, conversely, angular. “S” is written in a different font and is separated from the main body of the word by a square that replaces an apostrophe. In addition, the developers changed the color of the logo – instead of scarlet, they used dark blue. This word sign was taken as the basis for subsequent emblems and is still in use today.
1997 – 2008
The management of the retail chain decided to update the logo and make it narrowly focused, that is, reflect the type of activity, assortment and basic focus. To do this, the designers took the existing text, changed its color and placed it in a blue geometric shape, the outlines of which resemble a house. Below, under the name of the brand, they made an inscription in small print – “Home Improvement Warehouse”. And around the entire perimeter of the emblem, a double edging was drawn in the form of red and gray lines.
2008 – present
To simplify and balance the image of the house, the developers have tweaked the existing version of the logo. They removed the red-gray outline and text, and lowered the word mark down a bit and lightened the blue by a few tones.
Font and Colors of the Emblem
Uneven development of the commercial network for a long time did not allow the brand to establish itself completely. Therefore, the official identity was adopted after the opening of the stores. The owners wanted to see something simple yet catchy that carried a ton of information. This is how the outline of the house appeared. In parallel with it, the verbal part is used, which came into use almost thirty years earlier.
In the early years, the emblem was executed in a font reminiscent of HWT Unit Gothic 716 with some modifications. Then came the second option – Design System, which is present in all Lowe’s logos. Its main highlight is the rounded “S” from another typeface.
The corporate color is stable and consists of several shades of blue: # 004791 (now), # 1c3f86 (formerly). The color scheme also includes neutral white, dark gray and red in two spectra (crimson # c40b43 and scarlet # fd1100).