Michaels Marks 50th Anniversary with Creativity-Inspired Brand Refresh

Photo courtesy Michaels

Michaels is marking a half century in operation with an updated brand identity and tagline, “Everything to Create Anything.” The new brand strategy is designed to spotlight the many kinds of creativity represented in the craft retailer’s assortment, using bold colors, playful fonts and highly textured macro imagery while keeping the same iconic red logo.

Michaels logo“Our customers’ creativity is the driving force of the Michaels brand, and it’s an honor to play a special role in helping them bring their ideas and projects to life,” said Mandy Rassi, SVP and Chief Marketing Officer at Michaels in a statement.

The new look and feel are launching with a campaign identifying Michaels as customers’ creative partner, helping turn their ideas into “I did its!” Acknowledging the thrill of inspiration and the flicker of doubt that often follows, three ad spots promise tools, guidance, inspiration and value from Michaels designed to instill confidence and break down barriers to creativity and self-expression.

The rollout of the new brand identity has already begun in stores and online and will continue during the coming weeks to encompass all customer touch points, including video, digital marketing and store signage.


The brand refresh, developed in partnership with independent agency OKRP, was based on in-depth customer, competitor and company research and analysis along with nods to the retailer’s history of supporting artists, makers and creatives.

“The new brand look leans into the artful nature of the category and how a trip to Michaels makes people feel,” said Andrea Knowles, Creative Director at OKRP in a statement. “The design system is bright, vibrant, textural and has no shortage of glitter or multicolor pom poms. People love going to Michaels and having that tactile experience, so we wanted to celebrate how ownable that is through the work.”

Michaels has been taking steps to expand its assortment recently, most notably by launching an online marketplace in February 2023.

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