A few weeks ago, Lands’ End Canvas made a simple re-design of their logo, a change that I feel is for the better. Along with this came a short statement that expresses the vision of the brand.
‘Take to the Open’ is the title and it makes perfect sense. Canvas has a deep rooted history in it’s mother brand Lands’ End, which is mentioned, but more importantly, the focus is on the brands future. While it’s important to look ‘back’, it’s even more important to be ‘looking forward’ and Canvas is making a clear step in that direction. It is quietly and slowly separating itself from the mothership, which can been seen in its product, marketing and new brand logo. The proverbial training wheels are off and its now time to see if Canvas can take that ride we call retail on its own.
(Disclosure: The Noble County Gold curator was previously employed by Lands’ End/Canvas and received no benefit from them by posting this story.)