New Sears logo is giving us design déjà vu

New Sears logo
Image: Sears

Department store chain Sears has unveiled a new logo that's meant to make customers think of their homes and their hearts. But instead it's reminded people of Airbnb, thanks to a design that bears more than a passing resemblance to the hospitality service's identity.

Launched via social media recently, the Sears rebrand sees a slim, typographic logo accompanied by an icon shaded with a green gradient (above). But it's the shape of the logo which has confused onlookers. With a line forming a loop and vaguely roof-like shape, this design has uncanny similarities with the branding for Airbnb. We're all for learning everything you need to know about logo design, but we wouldn't recommend resembling other icons. It just dilutes your impact.

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Dom Carter

Dom Carter is a freelance writer who specialises in art and design. Formerly a staff writer for Creative Bloq, his work has also appeared on Creative Boom and in the pages of ImagineFX, Computer Arts, 3D World, and .net. He has been a D&AD New Blood judge, and has a particular interest in picture books.