The Story Behind Target’s Iconic Logo

The Story Behind Target’s Iconic Logo

It's recognized by 96 percent of American shoppers.

In 1961, Stewart Widdness was working for Dayton’s department stores in Minneapolis when he was asked to come up with the name and logo of the company’s new discount chain.
 
“As a marksman’s goal is to hit the center bull’s-eye, the new store would do much the same in terms of retail good, services, commitment to the community, price, value and overall experience,” the company wrote.
 
So they settled on a name: Target.
 
In the company’s more than 50 years, they’ve stuck with the name and its bright red color and simple bull’s-eye logo. That history is chronicled in a recent article in AdWeek, which explains just how well known the logo actually is. According to a corporate study, 96 percent of shoppers recognize it, prompting the company to drop the name “Target” from its logo entirely, letting the symbol stand on its own.
 
For more on Target’s branding history, head over to AdWeek.