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Best Buy Updates Logo, Launches Blue Shirt Marketing Campaign

TWICE isn’t the only industry entity to update its logo.

TWICE isn’t the only industry entity to update its logo this month.

No. 1 tech chain Best Buy has dusted off its nearly 30-year-old price-tag badge as part of a marketing refresh that focuses on the role its Blue Shirt sales associates play in demystifying consumer electronics.

Related: Best Buy Says Blue (Shirt) Lives Matter

The new logo retains its signature yellow tag, albeit as an adjunct to the Best Buy lettering, which keeps its bold black font. The company described it as more modern and easier to read, especially in digital media, and will be rolling it out to uniforms, shopping bags and signage.

“The updated logo is true to our heritage, but it’s really cleaned up,” chief marketing officer Whit Alexander explained in blog. “It’s an evolution toward the future, and we’re really excited about that.”

The logo already appears on, and will also be seen in new TV commercials and digital videos that debut on May 13. The spots position Blue Shirts as “an inspiring friend,” the retailer said, and are comprised of conversations between associates and customers. The ads, directed by Academy Award-winning documentarian Errol Morris (“Gates of Heaven,” “The Thin Blue Line,” “The Fog of War”) appear in black and white, save for the bright blue of the staffers’ shirts.

The ads will help launch a new marketing campaign featuring updated colors, photography and conversational language, all under the catchphrase “Let’s talk about what’s possible.”

“We have a great story to tell,” added Whit. “The core of what differentiates Best Buy vs. everyone else — and makes us awesome for customers — is that we understand your unique needs and how tech can enhance your life.”

The retailer said the new marketing effort reflects the completion of a five-year turnaround and the start of the company’s next phase under CEO Hubert Joly’s Best Buy 2020 growth plan.