Yes, I understand retailers want a beautiful logo. Most oftentimes, it is the owner’s personal preference that determine the business name and logo. However, elements such as font, size and colour affect perceived target market, price point and product selection. Different fonts convey varying messages. For example, large bold masculine fonts used by Home Depot and other hardware retailers convey their product selection prior to customers entering their selling space. Colours also convey price points. Colourful logos like that of Toys R Us communicate their target market. Well, all these work only if one can even READ the store name to begin with. I sometimes wonder WHAT WERE THEY THINKING? Or maybe in this case, NOT thinking.