A little more than a year ago, Payless Shoe Source unveiled a new identity for use at its 4,600 stores nationwide. While this identity has had some time to be absorbed by the mainstream, and is not necessarily “new” anymore, it has been on this critic’s “to do” list for quite some time (a bi-monthly newsletter has its disadvantages in that it only allows for so many critiques per year!). The simple fact of the matter is that this new identity is so different from the old that it immediately demands attention…which brings us to my main criticism: is the new identity too “revolutionary,” and too far of a departure from the old? When dealing with a nationally know and recognized brand, sometimes it is best to implement a new identity in stages, as more of an “evolution,” so that customers are not confused.
