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Positioning Statement

In a world of ever-increasing financial and time pressures, middle-class American families are looking for better ways to achieve what they want. They know they can get a lot of great stuff at Sears. But then again, they can get a lot of great stuff at other places too. So why make the drive to Sears to get it? Why head to Sears.com to shop? Because with Sears you can always count on getting more. More ways to pay for what you want. And more convenient ways to get it. Members get more. More reward points. And more ways to use them. More styles for less. More top-performing appliances than anyone else. We believe Americans deserve all these things and more. So, no matter what it is your family wants or needs, you’ll find Sears always gives you… MORE.

Voice and Tone

Brand Tone

Through a century of delivering value and quality, Sears has earned an emotional connection to American households. Their households may be less traditional, more multicultural, far-flung and busier than in the past, but they still embody the classic American values on which Sears was built. We will continue to assert those values in a tone that amplifies who we are. That is always friendly, conversational, and never condescending. That inspires with a can-do attitude and sense of optimism in the face of any challenge.

WE ARE ALWAYS: Practical, Innovative, Authentic, Smart, Honest, Optimistic, Friendly, Witty, Trustworthy, Stylish, Genuine, Conversational

WE ARE NEVER: Flashy, Crude, Slick, Frivolous, Silly, Esoteric, Juvenile

View Sears Print & TV Styleguide (PDF)


Sears Brand Voice in UX


The principle Sears visual asset identifies our iconic brand. It is featured prominently and in protected space. The Sears logo should never be locked up with other logos, lockups or messages. It should be present in all Sears communications where the brand is not self evident.

Primary Lockup

Online, for readability reasons, we do not use “R/TM” (Registered/TradeMark) and we thin it slightly. We use color #003980 (see Color Palette)


Screen Shot 2015-08-18 at 1.18.18 PM

One color Lockups

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MINIMUM SAFETY – A minimum of the space equaling the height of our logo should be maintained around our logo at all times.

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Requests for new business logos need to be approved by the Licensed Business unit and developed by the Sears Creative Services team. All approved licensed business unit logos can be found on the SHC DAM. Please contact Ann Trancygier if you require further assistance.

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Print and TV

The Print & TV Styleguide has been adapted for online (above). View Sears Print & TV Styleguide (PDF)

Update/remove?Screen Shot 2015-08-18 at 1.18.38 PM

Color Palette


Primary Colors Screen Shot 2015-08-24 at 4.06.17 PM

Secondary ColorsScreen Shot 2015-08-24 at 4.06.34 PM

view colors in the User Interface Quick Guide

Print and TV

The Print & TV Styleguide has been adapted for online (above). view Sears Print & TV Styleguide (PDF)



For all HTML text including headlines: Open sans


For PROMO body copy and long form copy in images: Open sans


For PROMO headlines and subheads in images: Gotham

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I like the idea of an example… Would it be good to edit the example or make a new example to include Open Sans to better apply to online (i.e. we aren’t always doing % off in gotham)?Screen Shot 2015-08-18 at 1.31.03 PM

NUMBERS (including dollar amounts and percentages) are set in Gotham Bold with -50 pt. kerning

“OFF” is set in Gotham Book all caps.

To ensure clear messaging and design, always attempt to minimize the amount of font sizes, weights and colors within a message or offer.

  • % GLYPH is superscripted, force justified and locked up with “OFF.”
  • DESCRIPTIONS OF OFFERS can be set in different weights, point sizes and colors for contrast and to create informational hierarchy. Type placement should seem contained and intentional. Note: All caps is preferred for offers and headlines. However, if legibility gets difficult for longer lines/offers, a mixture of all caps and lowercase can be used.

view typography in the User Interface Quick Guide

Print and TV

The Print & TV Styleguide has been adapted for online (above). view Sears Print & TV Styleguide (PDF)



Lifestyle Photography:

Candid and natural, not posed or staged. Should reflect real-life Member Moments. Lifestyle photography is intended to create an emotional connection. Shot seasonally and used in brand advertising and seasonal campaigns. This differs from standardized business unit photography, which is shot on white background and used in more promotional advertising channels and applications.

Situations: Believable scenarios, real-life situations. Members enjoying, benefitting from or having a positive experience while using our product.

Environments: Middle-class America – should be within target member demo. i.e., not palatial or grandiose setting.

Propping/Styling: Only use Sears product for props; should be seasonally appropriate and complementary, not distracting.

Models: Ethnically diverse, middle-class America

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Product Photography:

Typically shot on white background and used in more promotional advertising channels and applications.

Standardized photography guidelines vary by business unit. Please contact the business unit directly for a copy of their standardized photography style guide.

Examples:Screen Shot 2015-08-18 at 1.38.57 PMScreen Shot 2015-08-18 at 1.39.36 PM Screen Shot 2015-08-18 at 1.39.28 PM

Print and TV

No difference between Online vs Print & TV

Brand Compliance
  • Dominick Lewis
    Creative Director, Sears Holdings Corp.
  • Rick Ray
    Broadcast Manager, Seasonal & Campaign Advertising






Resources & Downloads


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