To help Nordstrom Rack stand out in a bland and crowded off-price retail space, we reimagined their identity to cut through the noise. Their new design system rejects category norms in favor of a bold look that speaks to a larger truth: that off-price shopping isn’t about being cheap—it’s about empowering customers to express themselves at price points they feel confident about.
 
The new Rack identity is built around a bold wordmark and typeface that are stretchable, stackable, and infinitely expressive. The square forms reference Rack’s classic 1970s wordmark, while their responsive behavior is tailored to a digital shopping experience.