Perhaps the Target brand would never have existed if the Westminster Presbyterian Church had not burned down on Nicollet Avenue in Minneapolis. Seven years after the fire, American businessman George Draper Dayton bought the land to build the first six-story Goodfellows Dry Goods store. In 1903, the trading facility was renamed Dayton Dry Goods Company, and in the 1960s became known as Target. It is now one of the largest retailers in the United States, offering a wide range of products from groceries to iPhones.
Meaning and History
In 1960, Dayton Company executives wanted to open several discount stores to add variety to the family department store chain. But before that, they decided to create a new brand from scratch and think over all the nuances, right down to the logo.
Then-Marketing Director Stewart K. Widdess developed the concept. His team had a choice of two hundred names. The most advantageous variant seemed to them “Target” – a word that symbolized the store’s desire to hit the bull’ s-eye and guess what society needs. It also formed the basis of the famous red and white logo.
1962 – 1968
On May 1, 1962, the Target store was officially opened. A sign greeted buyers with six concentric circles. Their colors alternated: three circles, including the central one, were white, and three more (one after another) were red. In the middle was the horizontal “Target” lettering in black italics.
It was the first brand logo created by the design team led by Stewart K. Widdess. To tie the brand name to the name, they used the inside of the target, the Bullseye, as the centerpiece.
1968 – present
In the late 1960s, Target stores began to appear across the country. Simultaneously with the expansion, the company changed its logo, simplifying it to a red circle surrounded by two rings: white and red. The inscription has disappeared, so the symbol has become more universal. It is remembered that it was used in an advertising poster that was specially designed for the opening of Shop at Target in 1969: the famous target looked like a dangling earring.
1968 – 1974
In 1968, designers reduced the colored circles to fit the word “Target” on the right. It was written in white oblique letters with a black outline. The Helvetica sans-serif typeface gave the word sign conciseness and impressiveness.
1974 – 2004
In the mid-1970s, the style has changed. The letters became straight, black, and bold. The massive lettering logo was featured on some signage and promotional materials until 2004.
2004 – 2016
The designers have transformed the lettering into the upper case for a classic look. The red color remained.
2018 – present
After another redesign, the word “Target” was moved down and Bullseye – up. In the new version, all letters are lowercase and red. In 2016, the 2001-2006 logo was returned, which used lowercase letters. It became mainstream in October and is still in use today, alternating with a version without a wordmark.
Font and Color of the Emblem
More than 96% of American consumers associate the iconic red and white target with Target, a survey found. This was achieved thanks to a high-profile advertising campaign carried out by the brand owners. In 1999 a real Bullseye appeared – a bull terrier named Arielle. Marketers decided to decorate the dog’s left eye with three concentric circles that looked exactly like the retailer’s emblem.
Customers have always loved the clean design and minimalism of the logo. Perfect symmetry makes it harmonious: all sides match in shape, color, and size. The red and white rondel evokes only positive associations because it symbolizes the target – the embodiment of determination and success.
The word “Target” has been written since 1968 in a font similar to Helvetica Neue from the Bold subfamily. It belongs to the German concern Heidelberger Druckmaschinen AG and is distributed only on a paid basis.
The color scheme also rarely changed, except for the occasional use of black lettering. Now all the elements are red and white. Moreover, there are two versions of Bullseye, which differ in the alternation of colors. An emblem with two white circles is relevant when the background is red. She often appears on the signs of Target shopping centers.
Red (shade # CC0000) and white balance each other out. The first color symbolizes energy and passion, while the second symbolizes elegance and style. Their classic contrast is designed to grab buyers’ attention.