Macey's Introduces New Logo, Mascot

SALT LAKE CITY — Macey's here is introducing a new logo and a new corporate mascot as it continues a store remodeling program.

The new logo — the Macey's name in lower-case white type on a blue background — softens the lines of the previous lettering and puts the corporate name in a box with rounded corners, with the indentation of the C and E in the company's name forming a subtle smile, Sarah Petit, a company spokeswoman, told SN. In some cases the box surrounding the logo — which Macey's is calling a "wow bubble" — will come to a point, like the dialogue balloons in a comic strip, and will be used to point to slogans or other marketing [4] material below, Petit added.

The new mascot is "Kong," which the company describes as a "friendly ape" dressed in casual Hawaiian attire. Kong was inspired by the company's over-sized soft-serve ice cream cones, called Kong Kones, which weigh 1 pound each. The 10-store chain has replicas of the ape in its stores and is also using a drawing of Kong in its print ads, Petit said. The chain also plans to offer a new line of ice cream from Meadow Gold under the Kong label.

Kong is being introduced as part of a grand reopening celebration of three of the company's 10 stores — in the Utah cities of West Jordan, Provo and Pleasant Grove — featuring new decor, including a more colorful palette, Petit said.

In addition, the stores' deal walls have been renamed "Treasure Aisle" and the community rooms often used for cooking demonstrations, formerly called the Little Theater, have been renamed the Cooking Corner.

Macey's has previously remodeled one other store, in Spanish Fork, and plans to remodel other locations, though it has not disclosed the timetable, Petit said.

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