Sam’s Club has a new identity, created by Turner Duckworth. The plan hangs on some familiar elements from the previous identity: a bright blue brand color, lowercase letters, and a diamond-shaped logo. But the new designs are definitely updated.
From @brandinquirer on Instagram: “Sam’s Club’s new wordmark features a bold, geometric custom typeface, Sam Sans, and reintroduces the brand’s iconic diamond icon as the apostrophe. Set in lowercase letterforms, the design allows the diamond to take center stage. The brand also introduces a simplified signature expression pairing the ‘S’ with the diamond, designed for smaller-scale applications.”
The refresh is perhaps aimed at younger, digital-native shoppers and Sam’s Club app-users who use Scan & Go shopping in order to bypass traditional check-out lanes and door guards through the use of smartphone payments and a speedier AI-approved exit.
