Department store giant Target Australia, which operates 301 stores across Australia, has lodged a new logo trade mark (pictured) that strongly suggests it is changing its slogan to “get more. pay less.”.
Target currently has two popularly-known slogans. In Australia, it has the slogan ‘100% happy‘ and in the US, which is mostly unrelated to Target Australia, it has the similar ‘expect more. pay less.‘. According to Target’s US corporate branding page, the latter is the company’s “brand promise”.
This new logo trade mark application – TM number 1563155 - was lodged on June 17 by Target Australia. A Google reverse image search suggests this specific logo has not been used before.
It covers 16 goods and services classes, for basically every type of product that Target sells in its stores. One of the classes ticked off, class 35, suggests the new slogan could be used in upcoming advertising and in-store shop dressing, namely:
Class: 35 Advertising; business management; business administration; office functions; retailing services; wholesale services; department store, discount store, specialty store, supermarkets and convenience store services; direct mail and on-line retailing services; advertising, sales promotion and retail marketing services; in-store promotion services; dissemination of advertising matters; shop window dressing; telephone and electronic order services
The lodgement comes a week after Target Australia confirmed it is slashing 260 jobs as part of an ongoing ‘organisational restructure’.
The trade mark application is currently at the status of ‘Indexing Approved’.
Click to view a screenshot of Target Australia’s ‘get more.pay less.’ trade mark application.