The National Retail Federation today unveiled a new logo for the 103 year-old industry association.
In an open letter to more than 12,000 member companies sent today and posted on NRF.com, NRF President and CEO Matthew Shay said, "For more than 100 years, the National Retail Federation has been your eyes and ears — and your voice — on the most important issues of the day. Our rich history as an organization has mirrored the industry we represent — an industry that is exciting, resilient and one of the most dynamic in the world. And in that, we see a bright and limitless future.
"And now we’d like to introduce you to a new NRF…you’ll notice a new logo with a modern, updated image of NRF that speaks both to our past and our future."
Because the industry has evolved in dramatic fashion over the past decade, NRF said it decided to remove the iconic shopping bag from its logo and instead add a shopping tag, indicative of all of retail — brick-and-mortar, online, omnichannel, large and small. The most recent logo change for NRF was in 1994.
The unveiling of the new logo is part of a multi-step strategic plan, created in 2010 by the Board of Directors when Shay came on board. As part of the strategic plan, NRF will also launch a new content-focused, user-friendly website and will move its headquarters in Washington D.C.
New-York based full-service digital agency Rain designed the logo for NRF.