Payless

Payless is one of the world’s largest specialty retailers. For decades the brand was only associated with value pricing. As a result, it became a place people had to shop, rather than a place they wanted to shop. A new brand positioning, coupled with significant product evolution, transformed Payless into a brand about fun, fashion possibilities. Desgrippes Gobé created an identity that embodies this idea. The icon is based on the swirl of a kaleidoscope, and it as an embedded "P" to reference the brand name.