The National Retail Federation has undergone a makeover. The 103-year-old organization unveiled a new look this week that includes an updated logo, color scheme and branding.
NRF President and CEO Matthew Shay revealed the updated design, saying the new logo reflects the ever-changing nature of the retail industry. The new branding is part of a strategic plan launched by the NRF in 2010, which included a new website and the relocation of the organization's headquarters to Washington, D.C.
This is the first time the logo has been redesigned since 1994. In the latest design, the NRF replaced the shopping bag with a shopping hangtag. The tag is designed to represent all facets of the retail industry, including brick-and-mortar, e-commerce and omnichannel.
New York based full-service digital agency Rain designed the logo for NRF.
-See this National Retail Federation press release
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