Tanger Factory Outlet Centers, Inc., the Greensboro, North Carolina-based real estate investment trust that operates upscale open-air outlet centers, introduced a new logo and visual identity in May 2023. The rebrand marked the company’s 30th anniversary as a publicly traded company on the New York Stock Exchange and was centered around the shorter name “Tanger.”[1]
Design and History
The 2023 visual identity was developed as part of a broader strategic shift. CEO Stephen Yalof explained that Tanger’s centers had become community gathering places, and the company was diversifying its shopping experience beyond the outlet channel. The new logo and visual identity were introduced to reflect that evolution.[1]
The refreshed look was dubbed “Open Air,” a name that references the company’s emphasis on curating outdoor shopping environments. The rollout was planned across Tanger’s portfolio of centers during the year following the announcement.[1] Retail industry publication Retail TouchPoints also confirmed the update, noting that the “Open Air” look would be rolled out across Tanger’s 37 open-air shopping centers.[2]
Alongside the new identity, the company changed its web address from “tangeroutlets.com” to “tanger.com” across its website and digital signage at its centers.[1] In November 2023, the company announced it would change its corporate legal name from Tanger Factory Outlet Centers, Inc. to Tanger Inc., effective November 16, 2023, reflecting the continued implementation of the updated corporate identity first announced in May.[3]
The design firm Office Jason Schulte Design helped develop the new visual identity system for Tanger. The firm later extended that system to create a new logo and visual assets for TangerClub, the company’s guest loyalty program.[4] Office also conceptualized a branded installation for Tanger’s Nashville center based on the visual identity system it developed, amplifying the “Tanger T” as a core brand element.[5]
Meaning and Symbolism
Andrew Wingrove, Executive Vice President and Chief Commercial Officer, described the visual update as “a natural evolution, reflecting an optimistic and modern sensibility.” He noted that Tanger had built strong equity in its name over four decades and that the update was intended to attract and retain the next generation of guests and retailers.[1]
The “Open Air” identity was designed to feature elements reflective of Tanger’s emphasis on curating a unique outdoor shopping environment for its guests.[1]
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
