Explore the iconic Staples logo – its design, history, and visual identity.
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Key information about Staples: origin, designer, industry, and logo introduction year.
| Website | staples.com |
| Country | United States |
| Industry | Retail |
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The Staples logo features bold red lettering with a distinctive bent staple icon transformed into a table-like symbol, signaling the company’s evolution from pure office supplies into workplace solutions.
The red color maintains continuity with decades of brand equity while conveying energy, urgency, and retail excitement. The hue suggests value and savings without the discount connotations of certain yellows or oranges, positioning Staples as offering fair prices rather than rock-bottom closeouts. The bold, confident color creates powerful visibility in retail environments and on delivery vehicles, ensuring brand presence in competitive markets.
The evolution of the staple icon from a literal representation to a more abstract table or workspace symbol reflects Staples’ strategic shift from product-focused retail to business-to-business workplace solutions. The opened staple reads as furniture or a desk surface, communicating the expanded product range including furniture, technology services, and workspace design. This visual evolution supports the business strategy without abandoning recognition built over decades. The icon works independently as brand shorthand while the full wordmark serves primary communications.
The typography employs clean, modern sans-serif letterforms that balance approachability with professional credibility. The straightforward design avoids the playfulness of pure consumer brands while maintaining accessibility for small business customers who represent a core market segment. The letter spacing is generous, creating an open, organized impression appropriate for a company built on helping customers stay organized and productive.
Tom Stemberg founded Staples in 1986 in Brighton, Massachusetts, pioneering the office supplies superstore concept. The original identity featured a more literal bent staple illustration and playful typography that emphasized the consumer retail aspect of the business. Through the 1990s and 2000s, Staples expanded aggressively, competing directly with Office Depot and OfficeMax while building recognition through the famous “That was easy” button campaign.
As the office supplies retail category matured and online competition intensified, Staples shifted strategy toward business-to-business services, workplace solutions, and facility management. The company needed visual identity that reflected this evolution while maintaining recognition among retail customers. The staple icon evolved from a literal bent staple to a more abstract form suggesting furniture and workspace, supporting the strategic pivot without requiring complete reinvention.
The business model transformation included acquisitions, service expansions, and retail footprint optimization. The company went private in 2017 under Sycamore Partners ownership, accelerating the shift toward B2B focus. The visual identity needed to work across diverse touchpoints including retail stores, delivery fleets, e-commerce platforms, and facility management services. The evolved icon and clean typography created flexibility to support multiple business lines while maintaining cohesive brand presence.
The wordmark employs a contemporary sans-serif with clean, straightforward letterforms. The capitals feature consistent stroke weights and simple geometric construction, avoiding decorative elements or personality quirks. The generous spacing between letters creates an open, organized appearance that suggests efficiency and clarity. The S features a vertical axis rather than diagonal stress, contributing to the modern, neutral character. The vertical emphasis in letters like T and L adds strength and structure. The overall effect is professional without being corporate, accessible without being casual, confident without being aggressive. This typographic balance serves a customer base ranging from individual consumers purchasing back-to-school supplies to corporate clients managing complex facility needs. The neutrality allows the red color and icon to carry brand personality.
Q: Why did the Staples logo evolve from a bent staple to a table shape? A: The evolution reflects Staples’ strategic shift from pure office supplies retail to comprehensive workplace solutions including furniture, technology services, and facility management. The transformed icon suggests workspace and furniture while maintaining connection to the company name and heritage.
Q: How does Staples differentiate from competitors like Office Depot? A: While visual identities in the category share similarities including red color and bold typography, Staples’ transformed staple icon creates distinction. The company also emphasizes B2B solutions and workplace services more than pure retail competition, reflected in the icon’s evolution toward workspace symbolism.
Q: What role does the red color play in the brand identity? A: Red maintains continuity with decades of brand equity while conveying energy, urgency, and value. The color creates powerful visibility on retail signage, delivery vehicles, and packaging. Red suggests fair pricing and retail excitement without the discount connotations of certain other value-retail colors.
The Staples logo represents a retail brand from United States. Learn more on the official Staples website.
