About Target — Bullseye Red
Target turned the American discount store into a design destination. Since John Geisse's concentric-circle Bullseye mark in 1968, the brand has paired a single unmistakable red with generous white space and friendly, approachable typography — proving that affordable doesn't mean ugly.
The visual system is radically simple: Target Red #CC0000 on white, pill-shaped buttons, lifestyle photography, and big confident type. Designer collaborations (Michael Graves, Isaac Mizrahi, Liberty of London) reinforced the "expect more, pay less" ethos that made Target the anti-Walmart.
- Origin
- Minneapolis, Minnesota, USA
- Era
- 1962 founded; Bullseye logo 1968; current visual ~2018–2024
- Key figures
- John Geisse · Robyn Waters · Brian Cornell · Wieden+Kennedy
- Movements
- American mass-market discount retail · Cheap-chic design democratization · Mass retail brand-design renaissance
Target — Bullseye Red design spec
Colors
Typography
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