In 1960 the Minneapolis-based Dayton Company, a department store chain, began formulating a new chain of discount stores with department store quality. Stewart K. Widdess, the Dayton’s director of publicity is tasked with naming the new store. After consideration of hundreds of names with his staff, they decide on Target, already imagining the now famous circular design. In 1968, the original logo’s bold, fat face italic lettering is changed to Helvetica. Just a few companies possess such a homologous word mark, whereby the name is synonymous with the shape. Leveraging this distinctive quality has been a hallmark of the company’s successful branding efforts since the 1990s.