A bullseye and the color red immediately make us think of one retailer — Target. A 2003 survey found that 96% of Americans recognized the bullseye logo and Target Red as the symbols of Target stores. That’s higher recognition than the Apple symbol or the Nike swoosh.
Target is the eighth largest retailer in the United States, and its familiar brand symbols regularly beckon from highways across the country. What is the story behind the Bullseye logo?
History of Target and Its Famous Logo
In 1902, George Dayton opened the Dayton Dry Goods Company in Minneapolis. In 1918, he established the Dayton Foundation with a $1 million grant. Today, the foundation is named the Target Foundation.
After his death in 1938, his son George took over the company. Under his leadership, Target regularly set aside a percentage of its profits for charitable giving.
It wasn’t until 1962 that a Target store opened with the recognizable bullseye logo that we all know today. At this point, the stores were called “Target,” and the parent company became the Dayton Corporation. However, in the early 2000s, this changed to Target Corporation. The Dayton family continued to manage the company as it expanded into many retail areas.
Read more on how to trademark a logo.
The First Target Store
In 1962, the family-run company opened its first Target store in Roseville, Minnesota. The Dayton company considered more than 200 names before deciding on the bullseye and the name Target, which indicated that the store hit the “target” in every dimension. The founders envisioned Target as a store that would “combine the best of the fashion world with the best of the discount world, a quality store with quality merchandise at discount prices.”
Before opening the store, the Dayton company advertised heavily, showcasing the store’s low prices, 75 departments, and more than 1,000 parking spaces. The store was a smashing success, leading to the opening of more Target locations regionally.
Wildly Popular
As of August 2023, Target now has 1,948 stores in every U.S. state, including Super Target stores that offer grocery stores, vision centers, and other special offerings. Target’s popularity has spawned an industry term called the “Target effect”, which refers to walking into a store for one item and leaving with a cart full of products.
Through all these changes, the Target Bullseye logo has remained almost identical to the first design in 1962.
A Few Changes
The original logo featured three red, open rings and the word “Target” written in black inside the rings. The 1968 upgrade moved the store name to the side with a single red dot and one open ring. In 1975, Target ran an ad showing a woman wearing earrings with the updated, streamlined bullseye logo.
In 2000, the company removed the name “Target” entirely, relying solely on the bullseye to represent its brand. However, a brief attempt in 1989 to remove the bullseye completely resulted in a marketing disaster. Target quickly restored its iconic symbol, highlighting the importance of consistency in protecting a registered trademark.
A Memorable Mascot
In 1999, Target introduced its live mascot Bullseye, a white English bull terrier with a red bullseye logo drawn around one eye. The dog appears in ads, as a plush toy, and on Target gift cards. Much like the bullseye itself, Bullseye the dog is synonymous with the store’s brand identity.
Target Red and Trademark Protection
Target’s signature color — Target Red — has been as important to its brand as its logo. In 2003, Target registered the color as a trademark with the United States Patent and Trademark Office (USPTO). The official Pantone color is now a cornerstone of Target’s branding, similar to Tiffany Blue for Tiffany & Co., magenta for T-Mobile, and red sole for Christian Louboutin.
By trademarking the iconic color red, Target has protected its intellectual property against infringement.
In 2014, Target successfully defended its trademark rights in the case of Target Brands Inc. v. Artificer Life Corp. The U.S. Trademark Trial and Appeal Board ruled that Artificer could not use a bullseye logo because it would cause consumer confusion. The ruling underscored how secondary meaning plays a significant role in trademark law, where a specific color or symbol is directly associated with a particular brand.
Check out other famous trademarked colors, and how to trademark your brand color.
Trademark Lawsuits Against Target
- In 2019, the store issued cease-and-desist letters to a store in the Virgin Islands named VI Target that used a red bullseye in its logo.
- That same year, however, Target faced its own trademark lawsuit. A woman in Georgia claims Target’s private food line Good & Gather is too similar to her private food company named Garnish & Gather.
- Emily Golub, owner of Garnish & Gather, said she sent Target a cease-and-desist letter when she first got wind of its new Good & Gather line. She warned the company that there was a clear infringement of her trademarked name and logo. When Target continued using the name despite her letter, she sued.
Many Similarities
Emily Golub, owner of Garnish & Gather, argued that customers might confuse the two brands, pointing to over 50 overlapping products.
Golub’s company provides catering, sells locally grown foods and connects people with healthy, organic eating. She founded it in 2013 and trademarked her company name in 2014. For comparison, Target launched its Good & Gather line in 2019, and the line sells specialty food products like bagged salads, protein bars and prepared meals. Golub claims she has found 50 products where there is an overlap between the two lines.
Golub’s lawsuit points out several trademark similarities between the two, including the use of a leaf emblem and the use of the shorthand G&G for both product lines. She also pointed out that the logos for both look almost identical. Both feature a round shape with the initials G&G inside. Many observers are calling it a classic David v. Goliath case. At the moment, there is no decision on the lawsuit.
These cases demonstrate the importance of vigilance when you trademark a color and need to protect your trademarked logo, color, or brand identity.
Scarf Suit
The luxury design house Burberry of London also sued Target for trademark infringement over the use of a pattern. Target was selling scarves that looked similar to a classic Burberry design.
Unfortunately for Target, Burberry holds the trademark on that particular design. Specifically, it holds the patent on “a repeating plaid pattern consisting of a tan background, light tan vertical and horizontal lines, black vertical and horizontal lines, white squares, and red vertical and horizontal lines.”
In 2020, a Portland, Oregon, clothing store name Wild Fang sued Target over its Wild Fable line of clothing. Both clothing lines offer trendy tops, sweatshirts and accessories for women. The lawsuit alleges that customers may be confused into thinking that Wild Fable items actually come from Wild Fang.
Staying on Target
Target’s success is built on its consistent use of the color red and its unmistakable bullseye logo. As seen with other companies like T-Mobile, Home Depot Orange, and Coca-Cola, the power of a trademark color lies in its ability to become instantly recognizable.
Target has been on both sides of trademark infringement lawsuits. As those cases work their way through the courts, they will clarify trademark issues on all sides. In the meantime, Target will no doubt continue its reign as the favorite retailer in red.
By securing a trademark registration and defending its trademark rights, Target Brands has ensured its brand identity remains protected in the U.S. and beyond. Whether it’s safeguarding its logo, its signature color, or its iconic bullseye, Target Corporation continues to stand as a leader in retail branding and intellectual property protection.
