This rebrand turns Nordstrom Rack into a fresh, fun, and unique shopping experience.
Nordstrom Rack gives its young and fashionable customers the same high-quality designers at Nordstrom, but at a much more accessible price. Say hello to the new Nordstrom Rack.
This rebrand consists of a new logo that is modern, fashionable, and bold. The logo stylistically resembles that of high-fashion brands and the original Nordstrom brand itself. The main typeface, Proxima Nova, is geometric, bold, and complements the collaged advertisements and mixed patterns used throughout the brand. Nordstrom Rack’s color palette is bright and fresh. The primary colors can be mixed and paired with one another to create an endless variety of pattern and color combinations.
As Nordstrom Rack offers its customers items directly from the Nordstrom store, the idea of “re-purposing” older advertisements is expressed through photoshopping the apparel from the model (erasing the model’s identity) and mixing and matching with other apparel items, geometric shapes, patterns, and background imagery in a collaged fashion. The advertisements are not about the people modeling the clothes, but the clothes themselves.