The Nordstrom logo has undergone significant transformations since the company's founding in 1901. The department store chain, known for its luxury goods and high-end customer service, has reflected its growth and evolution through its visual identity, adapting to modern design trends while maintaining a sense of timeless elegance.

Evolution of the Nordstrom Logo

1901 – 1967: The First Logo

The original Nordstrom logo, created in 1901, remained in use for over six decades. This first logo featured a bold, softened sans-serif typeface in uppercase letters. The varying sizes of the letters added a dynamic, playful quality to the wordmark, embodying the confidence and professionalism of the growing company. It was a strong visual identity for the early department store, representing both progressiveness and approachability.

1967 – 1973: Traditional Elegance

In 1967, Nordstrom refreshed its image with a more traditional, elegant logo. The new design, featuring "Nordstrom Best," used a classic sans-serif typeface in title case. The font had old-school character shapes and well-balanced lines, giving the logo a more refined and formal appearance. This version remained in use for almost six years before further redesigns.

1973 – 1991: A Shift in Style

In 1973, the logo underwent another transformation. This time, the wordmark was presented entirely in lowercase letters, giving it a more modern and sleek look. The letters were uniquely proportioned and designed to fit harmoniously together. The logo was often displayed in black and white or brown and white, further emphasizing a minimalist and refined style. The lowercase letters marked a departure from the earlier boldness, reflecting a more subtle, contemporary aesthetic.

1991 – 2019: Refined Elegance

The 1991 redesign marked a return to a more traditional font, but with a modern twist. The logo moved away from the rectangle-based design of its predecessors and adopted a font with more traditional proportions. The "O's" became ovals, and the "S" was rounded, contributing to a softer, more elegant feel. This version emphasized modern elegance, with carefully balanced proportions and refined lines, signaling Nordstrom's growth into a symbol of high-end retail.

2019 – Present: Simple and Timeless

The current logo, introduced in 2019, represents the epitome of simplicity and timelessness. The design is clean, minimal, and highly recognizable, allowing the brand to maintain a modern, yet classic appeal. The font used in the 2019 version is a customized version of Optima Pro Medium, a typeface developed by Hermann Zapf. Optima is a hybrid of serif and sans-serif fonts, with the serifs removed for a smoother appearance. The customized version of the font elongates the letters slightly, creating a slimmer, more refined wordmark. This modification gives the logo a contemporary edge while preserving the elegance that Nordstrom is known for.

Font and Symbol

The current logo is based on the Optima font family, which is known for its unique style: a combination of serif and sans-serif elements. The Optima font was designed in the 1950s by Hermann Zapf and is notable for its clean lines and elegant proportions. The customized version used for the Nordstrom logo gives the wordmark a slightly elongated appearance, making it appear slimmer and more modern. This custom font choice enhances the brand's visual identity, emphasizing elegance and sophistication.

Colors

The Nordstrom logo is primarily black and white, a classic and timeless color combination that reinforces the brand's luxurious and sophisticated image. The simplicity of the black-and-white palette ensures that the logo is versatile and easily recognizable across various platforms and mediums.

From its early beginnings in 1901 to its current minimalist design, the evolution of the Nordstrom logo reflects the company’s journey from a regional shoe store to a leading luxury department store chain. Each iteration has built upon the last, refining the brand’s visual identity while maintaining its core values of elegance, professionalism, and quality. The current logo, with its clean lines and customized Optima font, is a fitting representation of Nordstrom's modern, yet timeless appeal.