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Belk unveils new logo

Photo by Donnie Ikpa

Photo by Donnie Ikpa

LAWRENCEVILLE -- A department store that has been around for generations is developing a new modern brand.

Belk, which is three years from its 125th anniversary, created a new corporate logo and tagline -- Modern. Southern. Style. -- the first significant change since 1967.

"Our new brand clearly communicates what our company is today and what we aspire to be in the future," Chairman and CEO Tim Belk said. "We want to reflect our increased focus on meeting the fashion needs of our modern customers. While we will continue to meet the needs of our traditional and classic customers, we are changing our brand and expanding our assortments to attract new customers who are looking for modern, updated brands and styles. Our vision is for the 'modern, Southern woman to count on Belk first -- for her, for her family, for life.'"

The re-branding process started more than a year ago and included a survey of more than 30,000 customers, a press release said. The company plans to install new logo signs in its 305 stores over the next 12 months.

In Gwinnett, Belk locations include the Mall of Georgia, Gwinnett Place Mall, the Forum at Peachtree and in the Snellville Pavilion. In Barrow, a Belk is located at Barrow Crossing in Bethlehem.