Target is known for its iconic red logo — the shinning bullseye you might pass on a highway that lets you know Slurpees and snacks are only an exit away. But its latest branding efforts for a new womenswear line this fall is a little less eye-catching and a little more puzzling.
When images of the new logo began circulating on Twitter, many users confessed the styling of the words, which kind of looks like a horizontal tryptic, proved confusing, Racked reported. Racked senior editor Alanna Okun said of the logo in a tweet, "a confusingly designed logo that it took me 4-5 target trips to realize it didn't say 'and away!'" Fellow Racked senior editor Meredith Haggerty chimed in, writing, "Just put your letters in any dang order and make the people guess, why not," and "I am so annoyed by this because it would have only taken some small changes to make this name and logo comprehensible."
The new line, A New Day, will feature "versatile mix-and-match" pieces, according to Target's corporate site. The brand will also be putting an emphasis on quality, according to the site, which explains, "Each pair [of side-zip skinny ankle pants] is crafted with a special fabric that stretches both vertically and horizontally and a higher, hold-you-in rise to flatter every figure — and keep you feeling comfortable all day long. We've reinforced the seams, too, so these pants are super-durable. And because finding the perfect length to pair with flats, heels, and booties is tricky, we've used a versatile ankle-cut length."
A New Day will join three more new apparel and decor brands Target is debuting this fall. While this latest launch announcement has confused and bemused the internet at large, the announcement of its 2018 swimwear collection earlier this month was greeted with excitement; the line will include 1,700 styles and will be worn by models of all body types with no airbrushing. And hopefully, much better logos.
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