The iconic Best Buy logo has been given a makeover, setting the wordmark free from its’ confines. For nearly three decades, the company’s name had been contained inside a large yellow price tag. According to Best Buy, the rebrand aims to “highlight our culture, our expertise and our talented employees.” Others suggest the update to be an overdue response to the fact that brick-and-mortar retail is a dying industry.

The new logo bears a striking resemblance to the old, with a slightly altered font and a yellow price tag located at the bottom right corner. The tag acts as a graphical punctuation mark, and nods at the company’s history. The bolded black text will supposedly remain, yet most instances have portrayed the name in white on a blue field. The font has been modernized for legibility and according to Chief Marketing Officer, Whit Alexander, is “an evolution toward the future.”

The new logo is not the only change, but rather the face of a whole new campaign celebrating their new rallying cry: “Let’s talk about what’s possible.” “Telling the story of our people — and how we make a meaningful impact on customers’ lives — is at the heart of this work,” says Alexander. “Our people are our insurmountable advantage.”

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