Payless ShoeSource Launches New Logo to Support Company Direction to Democratize Footwear, Accessory Fashion for the Family

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    TOPEKA, Kan., June 27 /PRNewswire/ -- Payless ShoeSource, the nation's
 leading specialty footwear retailer, announced today that it is launching a
 new logo specifically designed to support the company's strategic direction
 to democratize footwear and accessory fashion and inspire fun fashion
 possibilities for the family.
     (Photo: http://www.newscom.com/cgi-bin/prnh/20060627/CGTU040-a
     Logo: http://www.newscom.com/cgi-bin/prnh/20060627/CGTU040LOGO-b )
     The new logo, the first redesign of the Payless logo in about 20 years,
 incorporates key design elements that leverage Payless' rich heritage and
 communicates a "new and improved" Payless -- a brand that is contemporary,
 fun, friendly and, above all, stylish.
     "Consumer research over the past years has told us that our current
 logo pigeon holes us and dates us," said Matt Rubel, Chief Executive
 Officer and President, Payless ShoeSource. "This new logo is designed to
 amplify the new Payless brand position -- to inspire fun fashion
 possibilities for the family. We know that great fashion and design doesn't
 have to cost a lot, and we are making the latest footwear and accessory
 trends available at a great price for all to enjoy.
     "Our new direction is now focused on delighting the customer -- from
 how we create our seasonal product collection, how we enhance the shopping
 experience and engage with our customers to build a strong emotional
 connection. A critical piece of that is our visual identity and logo -- the
 visual symbol that represents us."
     Logo Design Details
     Retaining the use of the color orange, for which Payless is well known,
 as well as the full name Payless ShoeSource, indicates to consumers that
 the retailer is not a completely different company, but simply a different
 Payless -- still dedicated to its core values of delivering great quality
 and value. The logo includes an icon, which features a stylized P in a
 circle treatment to suggest dynamic movement and change, as well as a new
 fashion-oriented font highlighting the word Payless.
     The new Payless logo was created by brand experience design firm
 Desgrippes Gobe, New York City, selected for its expertise to create visual
 identity programs to build a strong emotional connection with consumers for
 a range of brands including AOL, American Express, Miller Brewing Company,
 IBM and Gap, Inc.
     "The new logo and visual identity are designed to signal change for
 Payless," said Judd Harner, President and Chief Operating Officer of
 Desgrippes Gobe. "The entire Payless experience has been significantly
 enriched and the visual identity is now a more accurate and appropriate
 representation of the brand today. It plays an important role in setting
 new expectations, building new associations and punctuating a more vibrant
 and inspiring shopping experience."
     To signal the changes underway at Payless, in early 2006, the company
 initiated a print ad campaign, dubbed the "Look Again" campaign featuring
 the tagline "Look Again. Payless." The print ads appeared in premier
 fashion publications including Vogue, Elle, Glamour, Lucky, InStyle,
 Essence, and Latina. In mid summer TV ads, as well as the "Look Again"
 print campaign will feature the new logo.
     The new logo first appeared to consumers on the Payless shopping bags
 earlier this month. Throughout the summer, Payless will use the new logo in
 all facets of marketing and communications including TV and print
 advertising, in stores, and online at Payless.com(R). All new stores
 opening in '06 will feature the new logo on store fronts; current stores
 will receive new exterior signage in a phased approach.
     Additionally, to help spread the news on the new and improved Payless,
 July 6-10 or while supplies last, the retailer will run a "peel and win"
 game at participating stores in the U.S. and Canada. The game card features
 the old logo, which when peeled off reveals the new logo, along with an
 instant prize or discount offer. Prizes include free shoes for a year and
 Payless gift cards. July 6-26, customers 13 years and older can also enter
 the online sweepstakes at lookagainpayless.com to win the $10,000 grand
 prize.
     Recent changes supporting the company's new focus to democratize
 footwear fashion and design for the family include the continuous enhanced
 fashion and quality in the Payless seasonal collection; the introduction of
 Abaete for Payless, the first Designer Collection for Payless, which
 features original footwear designs by a fashion designer Laura Poretzky;
 and, in support of the Payless "House of Brands" strategy, an alliance with
 American Ballet Theatre to launch a co-branded line of dance shoes and
 select accessories and the acquisition of American Eagle(TM) brand, which
 Payless will launch next year on a youth-oriented collection. Payless has
 been building its branded offering and currently features exclusive styles
 featuring Airwalk(R), Champion(R), Spalding(R) and Shaquille
 O'Neal-endorsed Dunkman(TM) and Dunkman Game Shoe brands. Payless expects
 to launch news soon related to its store design, as well as its athletic
 offering.
     Payless ShoeSource, Inc., the largest specialty family footwear
 retailer in the Western Hemisphere, is dedicated to democratizing fashion
 and design in footwear and accessories to inspire fun fashion possibilities
 for the family. As of the end of first quarter 2006, the Company operated a
 total of 4,602 stores. In addition, customers can buy shoes over the
 Internet through Payless.com(R) at http://www.payless.com .
 
 

SOURCE Payless ShoeSource, Inc.