Carolina based Belk stores update logo

Previous branding.

RALEIGH, N.C. (AP) -- Charlotte-based Belk is looking to update its 122-year-old image.

The News & Observer of Raleigh reported Sunday that the iconic Southern department store chain will spend about $70 million to change its logo to a more modern look and rebrand itself. Belk last changed its script logo 43 years ago.

The new logo will be all lowercase letters. The first wave of about 60 stores to get the new signs will be in larger cities of Atlanta, Birmingham, Charlotte and Raleigh. The rest of the company's 300 stores get the signs over the next year.

Belk opened its first store in Monroe in 1888 and has since spread beyond its Carolinas base and the traditional South to Michigan, Ohio, Missouri and Indiana.

(Copyright 2010 by The Associated Press. All Rights Reserved.)

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