Ross is a major retail chain that sells highly discounted items such as home decor and apparel for families with lower to middle incomes. They needed a brand refresh because they were feeling outdated. They were only selling their retail in stores so they needed to get on board with an e-commerce website as well.
Tapping into their brand equity was important to give a friendlier and more modern twist to their old logo and branding. Giving them a fresh color palette and icon pattern, and an e-commerce website help Ross keep up with their competitors.
The new logo took inspiration from the cutouts in their old logo, but dialed it back. The Monas Grotesk in title case adds a modern but friendly touch. Fresh colors and design elements add interest and structure.
The icons make for a fun pattern and also help with wayfinding. No matter what language a customer speaks, they will be able to tell where to go by the icons.
Giving Ross an e-commerce website brings them up to the level of their competitors. It was important to keep the design simple for ease of use, yet colorful to draw the viewers eyes to current promotions.
