Andrew Leuschke
Brand Analysis DES 340
12 13
In 1881, native New Yorker George D. Dayton decides to explore the growing Midwest markets. After several years in banking and real estate, Dayton decides Minneapolis offers the strongest opportunities for growth. He purchases land on Nicollet Avenue and forms the Dayton Dry Goods Company–today, known as Target Corporation. Dayton’s personal principles shapes the new store, including his belief in the “the higher ground of stewardship.” His store soon becomes known for dependable merchandise, fair business practices and a generous spirit of giving. As President, he remains active in the store’s management until his death in 1938. His son and grandsons take over leadership and begin to grow the Dayton Company into a nationwide retailer.
George Draper Dayton 1857-1938
1911 After a decade of rapid growth, Dayton Dry Goods Company is renamed The Dayton Company to better reflect its wide assortment of goods and services. It becomes commonly known as Dayton's department store.
Dayton’s Department Store
In the months before the first Target store opens its doors, former Dayton’s Director of Publicity Stewart K. Widdess, is tasked to name and define the new retail store. Widdess and his staff debate more than 200 possible names. In a burst of redand-white inspiration, they come up with “Target” and immediately envision a classic Bullseye logo. The reasoning behind the choice was, “As a marksman’s goal is to hit the center bulls-eye, the new store would do much the same in terms of retail goods, services, commitment to the community, price, value and overall experience.”
1999
The original Bullseye, an English Bull Terrier named Arielle, makes his first appearance in a television commercial. Viewers instantly fall in love. In the ensuing years, Bullseye goes on to star in several advertisements and makes numerous celebrity appearances on the red carpet. In 2006, Bullseye becomes the second dog ever to have his likeness displayed in Madame Tussaud’s Wax Museum.
1962
In the late 1960s, Target expands across the country to the metro areas of St. Louis, Dallas and Houston. The Bullseye logo design is revamped into a more direct, memorable and poignant symbol of the company — what it stands for and offers to all guests everywhere.
1968
COLOR Classic
Updated
Why is Helvetica so well received? It comes down to its flexibility, its crisp appearance, and its humanized characteristics. The font appears closer to human writing and less like a computerized font, something a viewer will instantly relate to on a subconscious level. Its crisp appearance and flexibility make it a versatile font that can look either sophisticated or laid back depending on the context. All these factors add up to a well received and commonly used font.
ABCDEFG HIJKLM NOPQRST UVWXYZ 1234567890 abcdefghi jklmnopqr stuvwyz
HELVETICA helvetica helvetica helvetica
STORE 1966
1988
The first CityTarget stores open in Los Angeles, Chicago and Seattle. CityTarget stores offer commuters, tourists and urban dwellers the same one-stop shopping convenience of a typical Target store but in a smaller format that’s tailored to an urban neighborhood. Plus, guests will find an assortment that’s the right size for city-dwellers (so no worries about lugging jumbo-packs of paper towels on the bus) and, in typical Target fashion, innovative store features like a digital wall and redesigned navigational signs to help to our multilingual guests find what they need quickly.
1995
2014
WEB 1999
2014
Target launches Target.com, allowing guests to shop a wide assortment of fashionable, affordable merchandise from the comfort of their own home.
ADS