so lately i have done allot of thinking about the reason why people use the font they do. and through out my buss ride home one day i was thinking about the sears logo and why they would choose the letters they did and for as long as i was thinking i couldn't figure out why they chose the letters. if i would have designed the the sears logo i would have put a more friendly and comforting logo the way they made the logo it looks very old and edgy and i don't understand the white lines in the letters and i think that as times change so should your logo for example doritos changed their logo and its never been a more popular snack. i think that if sears doesn't change their logo they will get lost in the shuffle and will lose to other newer company's.
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