Last month, customers of Loopy Yarns, located in the South Loop neighborhood of Chicago, received quite a shock when they opened their inboxes. Vicky Sayre, owner of the local yarn shop for a decade, announced that she had sold her store to Barbara Flom of Yarnify!. In the day following the email announcement, Sayre was at the store to say hello to customers who wanted to wish her well, and to help in the transition from old owner to new. With Flom, an attorney by trade who was looking for her next chapter to write itself, and Sayre, closing her most recent chapter at the same moment, it was perfect timing for both parties.
Flom is intent on keeping the core of the store, located at 47 W Polk Street, untouched. She kept the location, fixtures, and of course took over the existing yarn and knitting/crochet-accessory inventory. However, like most owners who purchase an existing business, Flom wanted to tweak a few key features, including the name and a corresponding logo. The community appreciates that the local yarn shop is staying put, but yarn crafters tend to be some of the most open-minded and kind people around, so it would stand to reason that a new identity to their local yarn shop will be equally appreciated.
In fact, to get the knitting community involved with the assimilation to Yarnify! (the new name includes the exclamation point), Flom is holding a logo-design contest. Flom is looking for logo submissions that reflect their “urban, diverse, somewhat quirky community,” according to the Yarnify! email blast that was sent on September 19, announcing the contest. The only other parameters given are that the logo must be readable in all varieties of media formats, with an artful use of color, and it must be reflective of the new store’s identity.
What that identity is, specifically, has yet to be fully determined. The three core employees stayed on board after the ownership transition, and two former employees of a closed local yarn shop in the area also joined the staff. The store has an area dedicated to natural, undyed fibers near the front door, and the sock yarn rooms and baby rooms are beginning to fill out with the fall shipments coming in. New yarns were also added to the Sale area, for customers looking for a deal. More subtle changes will begin to take shape over the coming months, as Flom and the staff of Yarnify! determine what works and what does not.
The deadline for logo submissions, emailed to firstname.lastname@example.org, is October 15, 2015. A winner will be chosen on October 31, and the winner will receive a $100 prize. The contest is open to absolutely anyone who wants to try their hand at a logo, and a graphic design background is not necessary.
The store is open seven days per week, so if any inspiration is needed for a logo design submission, stop by the store and walk around to see what Yarnify! feels like to you. The personality of the new store can be felt the moment the customer walks in the door.