TORONTO — Sears Canada Inc. has unveiled a new logo, the latest move in a series of strategic initiatives to modernize and revitalize the retailer.

The company said Wednesday that the logo aims for a clean and contemporary look, featuring a timeless font with a fresh take on the maple leaf.

“We are proud to unveil this symbol of reinvention for Sears Canada,” said Brandon Stranzl, executive chairman of Sears Canada.  “Sears is changing, and our new logo asserts the modern and streamlined image and consumer experience for which we are striving in-store and online.”

The logo made its first public appearance earlier this summer in Ontario at the Promenade Mall store in Thornhill and the Mapleview Centre store in Burlington, two outlets that are undergoing renovations designed to re-engineer the Sears shopping experience.

The stores are the prototype for what Sears has referred to as its Sears 2.0 stores, focusing on making Sears retail stores more productive, with a customer-focused assortment and a more flexible layout, the company said.

Ontario and Alberta residents will see the logo appear during ongoing store renovation projects in those provinces.  The projects include pilot testing of a new e-commerce site, according to the company.

Sears Canada is improving the online shopping experience via significant e-commerce enhancements as well as the introduction of new name brand fashion lines, the company said.

Sears Canada is a multi-channel retailer with 154 corporate stores, 106 Hometown stores, more than 1,100 catalogue and online merchandise pick-up locations, 82 Sears Travel offices and a nationwide repair and service network.