Michaels Unveils Refreshed Brand Identity for 50th Anniversary

by Katie Lee

Irving, Texas — Michaels has unveiled a new brand identity focused on helping core and new customers alike bring their creative ideas to life. Marking its 50th anniversary, Michaels has updated its tagline to “Everything to Create Anything.” Bold colors, playful fonts and highly textured macro imagery brings the new strategy to life alongside brand storytelling that connects to the joy and self-expression that creativity evokes in all of us.

“Our customers’ creativity is the driving force of the Michaels brand, and it’s an honor to play a special role in helping them bring their ideas and projects to life,” says Mandy Rassi, senior vice president and chief marketing officer at Michaels. “With a new brand strategy and purpose focused on fueling the joy of creativity, Michaels is well-positioned to meet creatives where they are while supporting every step of their journey and continuing to grow as a leader in our category.”

“The new brand look leans into the artful nature of category and how a trip to Michaels makes people feel — the design system is bright, vibrant, textural and has no shortage of glitter or multicolor pom poms,” explains Andrea Knowles, creative director at OKRP. “People love going to Michaels and having that tactile experience, so we wanted to celebrate how ownable that is through the work.”

The new design system features the same logo and iconic Michaels red, but reimagined with updated fonts, accent colors and bold graphics that highlight the tactile nature of the creative products that inspire its customers. The rollout has already begun in stores and online and will continue over the coming weeks, encompassing every customer touchpoint from video to digital marketing to store signage and the online experience.

Founded in 1973 and headquartered in Irving, Texas, The Michaels Companies Inc. operates more than 1,290 stores in 49 states and Canada. The Michaels Companies, Inc. also owns Artistree, a manufacturer of custom and specialty framing merchandise, and MakerPlace, a dedicated handmade goods marketplace. For more information, visit www.michaels.com.

SOURCE: The Michaels Companies Inc.

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