Belk to change its logo

The last time Belk changed its logo, Lyndon B. Johnson was president, Martin Luther King was rallying for civil rights and war raged in Vietnam.

That was 1967. Company executives agreed this year it was time for an update.

Disappearing from all 305 stores, shopping bags and gift boxes across the Southeast is the long-recognized script font. It will be replaced with a modern lowercase typeface with a blue-hued, leaf-shaped emblem on the left side of the company name.

The Charlotte-based department store's new tagline will become "Modern. Southern. Style."

"We think it's time to reflect how our stores are today," said Jon Pollack, Belk executive vice president of sales, promotion, marketing and electronic commerce. "Being a privately held store, we have had a low profile. It's time to be more open from a marketing and presentation standpoint."

Belk operates stores at Cross Creek Shopping Center in northern Beaufort County and at The Mall at Shelter Cove on Hilton Head Island.