April 2, 2019

Staples updates logo, adds new workplace brands

Image/Courtesy
Staples has unveiled a new logo that sticks with the dominant red color but updates the font and makes a staple a more central and literal visual component.

After a quarter century, Staples' logo is out. Gone is the slanted L, and in is a more literal illustration of the company's name: an actual staple.

The Framingham office retailer is sticking with its trademark red and white, but updating its font and adding a staple as the main component of its logo, which also doubles in some uses as a simplified desk.

The new logo is the most visual of new initiatives Staples announced Tuesday. The company, which has struggled to adapt to a shrinking brick-and-mortar retail industry, is also launching new brands that it will sell both in stores and online.

That new component of Staples' services includes five new product lines.

One, called TRU RED, includes essentials like pens, notebooks and shredders — the types of things Staples has long been known for in its physical retail locations. The Coastwide Professional line includes supplies built to specification, and Union & Scale includes furniture and decor.

Another, called NXT Technologies, is focused on technology solutions. A product line called Perk, which will be rolled out soon, will include break room essentials.

TRU RED and NXT Technologies will be available in retail locations starting April 14, with the others to be unveiled in the coming months.

Each of the product lines are also available on Staples' website and through partner companies Quill.com and Hi-Touch Business Services.

Staples, long one of MetroWest's most well-known companies, was taken private in late 2017 by Sycamore Partners, the New York-based owners of Coldwater Creek, Hot Topic, Nine West, Talbots and others.

Staples has made a series of acquisitions since.

Last summer, Staples bought Tennessee-based office products dealer HiTouch Business Services. This year, Staples closed on a deal for Illinois-based wholesale office supply distributor Essendant and bought Florida document imaging technology dealer DEX Imaging.

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