Image credit: I.D. Magazine
Saks Fifth Avenue
In January 2007, the venerable department store Saks (SKS) swapped its logo—known for its elegant script—for an edgier alternative to attract a new generation of hip, stylish customers. Pentagram partner and designer Michael Bierut chopped the old lettering into 64 pieces of loops and curves to create a geometric logo. The talked-about Saks bags quickly became status symbols among shoppers.
