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Staples changing logo, slogan in attempt to push product lines

Staples Canada teases new logo with #WhattheL campaign on social media.


Staples Inc. is ditching the staple.

In an attempt to highlight an expansion of its products for sale, the Framingham, Mass.-based retailer is launching a new global campaign that will remove the "L" from its logo – traditionally portrayed in the brand design as a bent staple. And for the first time in a decade, it is also changing its slogan: from "That was easy" to "Make more happen."

Until later next week, the "L" will be missing entirely on the website, where the online store is located, as well as on the company's Facebook and Twitter accounts. On Jan. 9, it will be replaced with a rotating collection of products, such as dog biscuits, plastic cutlery, paint brushes, chairs, and cleaning products, for example.

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The change to its tagline will be highlighted in a new commercial currently online, and launching on television Monday. The commercial is also showcasing products the retailer sells that consumers might not associate with the brand, such as coffee, computers, hard hats and safety goggles.

"'Make more happen' highlights how Staples is reinventing itself to provide every product businesses need to succeed," Staples' executive vice-president of global growth, Shira Goodman, said in a statement.

The campaign is part of a business strategy by the retailer to appeal to business across a wider range of industries, including restaurants, education, health care, and other retail stores.

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