Staples Logo PNG
The company’s products are in demand, and the Staples logo conveys confidence. The emblem shows the fast turnover of goods and the high revenue of stores. The symbols convey simplicity and practicality, and the products’ design is fully consistent with their purpose.
Meaning and History
Thomas G. Stemberg had the idea of opening a stationery store in 1985 while working on another project. Then he urgently needed a ribbon for the printer, but he could not find it anywhere because all points of sale were closed over the weekend for Independence Day. His despair became the platform for the concept of specialty supermarkets.
A pilot store was set up in Boston’s Brighton, where Staples began operations with financial support from private equity firms. In 1991, she created a subsidiary of Business Depot in Canada, after which she began to open stores under this name. But after ten years, she renamed them Staples. The first overseas supermarket originated in Vaughan, Ontario. The opening of points of sale in Europe started in the British city of Swansea. The network’s development progressed so quickly that, after 10 years of operation, Staples surpassed $3 billion in sales and entered the Fortune 500.
Throughout its operations, the American company actively sold office supplies and related products and continuously expanded through the acquisition of competing firms. Since 2014, she has repeatedly cut the number of employees as she initiated the transition to e-commerce. This allowed her to optimize costs. In addition, the chain of stores now has several trademarks. In 2021, it sold almost all its European subsidiaries, focusing on commercial services for three countries: the United States, Canada, and the United Kingdom. Each serious step of her activity was accompanied by a change of logo, of which she has three.
What is Staples?
It is an American retail chain that sells stationery and other office supplies. Some outlets also provide photocopying services, the printing of texts and documents. The first store appeared in Brighton, Massachusetts, in 1983.
1986 – 1994
The debut emblem combined text and graphic elements. The visual identity sign was at the store’s entrance, so it primarily consisted of the name. To beat him, the developers turned the “L” into a paperclip. It was vertical and bent at one end. The lower part of the letter represented an unbent bracket. Such paperclips are usually used to fix papers and notebooks.
The word “Staples” was set in uppercase, with smooth, elongated characters, half of which were connected (“S,” “T,” “A,” “P”). “L,” “E,” and “S” did not touch each other. It was a bold sans serif with a single serif as a parenthesis.
1994 – 2019
A red emblem with a bold typeface was used for the next few years. Moreover, the designers separated all the letters, placing them as far apart as possible.
2019 – today
After the trademark reached a new commercial level, management approved a different logo. The developers removed the similarity between “L” and a paper clip and converted the font to lowercase, leaving only the first letter in the title capital. But they still kept the paperclip, just giving it a different look. Now, it is in front and inverted, visually resembling a table. This was done deliberately, as stores shifted to the mass sale of office furniture and equipment.
Font and Colors
Staples corporate symbols are visually similar because each new version of the logo is based on the previous one, so the changes are not striking. The designers adjusted the text style, but it remained choppy despite the corrections.
The brand identity primarily uses the Helvetica family typeface. The emblem and signage use Helvetica Neue Bold, and the slogan, which often complements the logo, is set in Helvetica Roman. Its developer is Max Miedinger.
The palette is distinguished by restraint. As the brand sells office supplies, educational materials, and other items that require serious attention, the emblem is dominated by the classic black-and-red color scheme.
FAQ
What is the Staples slogan?
The company used the slogan “That Was Easy” for over ten years, demonstrating how simple it was to buy office supplies. This slogan assured customers they could find what they needed quickly and effortlessly.
The company recently introduced a new slogan, “Do More,” developed by advertising agency McGarryBowen. This slogan aims to help customers make the most of the supplies they buy, encouraging them to achieve more.
Some people may prefer the directness of “That Was Easy,” which promises quick and easy shopping. This slogan appeals to those who value convenience and speed.
Others may find the “Do More” idea more appealing because it aligns with customers’ goals. These customers see their purchases as essential to their success and productivity. This tagline encourages customers to think beyond purchasing supplies and how these tools can help them achieve more.
Is the “L” in “Staples” a staple?
Yes, the “L” in the logo looks like a staple. The top of the “L” curves inward, resembling a staple. This design choice ties the logo to the brand’s product – office supplies. This simple but thoughtful detail helps the logo grab attention and convey the brand’s essence. It makes the logo more interesting and meaningful, showing how well it matches the brand’s identity.
What font is the Staples logo?
The logo uses the Helvetica Neue Bold font, created by Max Miedinger, for the network’s name. This font features clean, crisp lines, giving the logo a modern, professional look that complements the brand image. When a tagline is included in the logo, it is displayed in Helvetica Roman, which is less bold than Helvetica Neue but maintains a consistent style. These fonts maintain the logo’s integrity and convey the brand’s personality clearly and effectively.
Did Staples change their logo?
In 2019, the brand updated its logo. The main change was in the design of the “L,” which previously had a semi-curved bracket-like shape. A separate paperclip icon with smoothly rounded corners appears before the brand name. This new design adds modernity and updates the brand’s look, making it more relevant in today’s market.
Why did Staples change their logo?
The brand updated its logo to better suit its growing product range and evolving identity. This change aims to keep the brand modern and relevant in a fast-changing retail environment. The original logo featured a semi-curved staple-like design, clearly indicating the brand’s primary focus on office supplies. However, as the company expanded its offerings beyond staples and simple office supplies, it needed a logo that represented its broader scope. The updated logo now includes a paperclip icon.