Staples is stepping into the future. The company just debuted a new logo backed by a series of digital do-ups to help commemorate the new mood. As business-oriented services become increasingly more important to platforms and purveyors, here’s why Staples’ new vision could keep it from staying stationary in a fast-paced industry.
Announced in early April, Staples’ new look is centered around “worklife” (a possible nod to the company’s recent press release regarding its retooled strategy) and starts with a fresh and minimalist logo that could represent both a desk and a staple. Additionally, Staples is starting five new internal brands—four of which cater to businesses—taking a page from Target and Amazon’s playbooks to push in-house names. All the changes are to be enveloped in a new digital presence on Instagram, Twitter, LinkedIn, and Facebook, and topped off with a handy hashtag: #WorklifeSolutions, likely a hint at the brand’s desire to incorporate more user-generated content as part of its new mission to help consumers feel more connected.
In the past, Staples has kept steadily abreast of popular advances in its industry. For example, the company offers free next-day delivery, same-day delivery and one-hour pickup. Still, competition is stiff—and multiplying—according to Gartner L2’s Digital IQ Index: Big Box. Where once Staples need only stay ahead of direct competitors like Office Depot, it is now at odds with several players, both in and out of the industry, including Amazon, Costco, and even Whatsapp. As such, if Staples wants to do more than just stay afloat, tacking on a business-centric aspect is crucial.