Saks Fifth Avenue

Forgotten what Jados, V and I were talking about when I asked them to name a famous New York shopping insitution...so they were going Macy's, Bloomingdale's, Harvey Nichols (ok, this was me making a mistake, it's British)...

Anyway, finally remembered...it's Saks Fifth Avenue....and their new branding blitz spearheaded by the interresting (interesting and arresting - like ginormous...giagantic and enormous....too much Seth and The O.C.)...Seth is so "adorkable"....whatever.

Read about the story here (not about The O.C. silly, about how the design was thought up). I think it's a super brand logo.