Costco Wholesale

Costco Wholesale Corp., founded in 1976, is a well-known American multinational that operates membership-only warehouse clubs. Its branding has remained largely unchanged since the 1980s.

For this project, I was commissioned to create a logo redesign proposal that modernizes the brand while staying true to its identity.

In the end, the proposal was rejected for feeling too corporate. Costco aims for a timeless identity—much like Coca-Cola, whose branding has remained largely unchanged for decades. It was a respectable decision, in my opinion.

The project served as a valuable lesson and reminder: not every long-standing brand needs a refresh, especially when its visual identity is already firmly established.