Logos & Brand
It can be argued that the current Costco logo is iconic. It's the only logo the company has ever used and works great for a big box store with thick, large lettering and use of 'classic' blue and red, both shaded in a darker tone. However, with the dawn of a new decade, logos like Costco's are becoming obsolete as more and more retail ventures turn towards online shopping. The current logo does not scale well to smaller sizes and it lacks any kind of icon or recognizable symbol.
Because of these factors, we updated the logo in the way that we did. We updated the red and blue to more modern, brighter shades that look much better on screens. A new colour (light grey) was also added to create more depth. We enhanced the font, using Effra and Rubik, fonts that focus on rounded corners and more symmetry to create a cleaner, softer identity. Keeping the word Costco uppercase in the logo was very important to us to keep ties with the old brand. However, the word wholesale felt very blown out being all caps and so large. By making it smaller and going with no caps we took emphasis off of the word and gave more back to "COSTCO" instead.