You’re walking down the household cleaner aisle at Target. Everything is bright. It’s loud. There’s the neon orange of Tide and the deep blue of Dawn. But then, you see it. A calm, white bottle with a tiny, minimalist arrow pointing toward the ceiling. That’s the up and up logo, and honestly, it’s one of the smartest pieces of graphic design in modern retail history.
It’s just an arrow. Or is it?
Most people don't think about generic brands. They’re usually the "ugly" version of the name brand, tucked away on the bottom shelf with clunky fonts and sad packaging. But Target flipped the script back in 2009. They replaced their old "Target Brand" (which featured the classic red bullseye) with Up & Up. This wasn't just a name change. It was a complete psychological rebrand. The up and up logo isn't trying to trick you into thinking it's Clorox. It’s trying to convince you that it’s actually better—or at least more modern—than the stuff that costs three bucks more.
The geometry of a "generic" arrow
The logo itself is deceptively simple. It’s a bold, sans-serif lowercase "up" followed by an ampersand and another "up." But the magic is in the "u." The negative space inside the letter "u" is shaped like an arrow pointing upward. It’s a trick of the eye. Graphic designers call this use of negative space a "gestalt" principle. It’s the same vibe as the hidden arrow in the FedEx logo.
Why does this matter for a bottle of aspirin or a pack of diapers? Because design communicates value. When you look at the up and up logo, you aren't seeing "cheap." You’re seeing "clean." In the world of retail, clean equates to trustworthy. Target worked with the branding agency Wolff Olins to create this look, and they intentionally moved away from the "copycat" strategy most stores use. You know what I mean—the store-brand mouthwash that looks exactly like Listerine but with a slightly different font. Target didn't want that. They wanted a brand that could stand on its own.
The logo is usually rendered in a soft, approachable blue or a neutral gray, though it shifts depending on the product. On a bottle of sunblock, it might feel sporty. On a box of facial tissues, it feels soft. That flexibility is rare for a private label.
Why the arrow points toward your wallet
Let's talk about the business side. Branding is expensive. Most generic brands save money by not hiring world-class designers. Target did the opposite. They invested heavily in the up and up logo and the surrounding aesthetic because they realized something critical: if the packaging looks premium, consumers feel less "shame" about buying the cheaper option.
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Think about it.
If you're hosting a dinner party and you put a generic bottle of sparkling water on the table, you might feel a little tacky if the label looks like it was printed in a basement in 1994. But Up & Up? It looks like something you’d find at a boutique. It’s "design for all," which has been Target’s mantra for decades. By making the up and up logo look like a high-end lifestyle brand, Target increased their profit margins. They don't have to pay for national TV spots for Up & Up because the shelf presence does the heavy lifting.
The arrow also implies progress. It’s aspirational. "Up and up" is a phrase that means things are improving. It’s "on the up and up," meaning it’s honest and legitimate. These are heavy-hitting psychological associations for a brand that sells trash bags.
The 2009 shift: A risky move that paid off
Before the up and up logo existed, Target’s house brand was a bit of a mess. It was just the Target bullseye. It felt like "Store Brand." In the middle of the Great Recession, people were looking to save money, but they didn't want to feel like they were struggling.
Target launched Up & Up with about 800 products. Today, that number has ballooned. The logo has stayed remarkably consistent for over a decade. While other brands go through "rebranding" phases every four years to stay relevant, the Up & Up mark has aged incredibly well.
One reason it works so well is the typography. It’s a custom, rounded typeface that feels friendly. It’s not aggressive. It’s not shouting at you. In a world of loud marketing, the quietness of the up and up logo is its loudest feature. It promises a lack of "fluff." You’re paying for the product, not the celebrity endorsement or the Super Bowl commercial.
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Misconceptions about the brand's identity
A lot of people think the up and up logo is just a "discount" marker. That's a mistake. In the design world, it's considered a benchmark for "Private Label Brand Architecture."
Here’s a nuance people miss: the logo isn't always the biggest thing on the box. Often, Target puts a massive, colorful illustration of the product—like a giant, stylized leaf or a piece of fruit—front and center. The up and up logo sits quietly at the top or bottom. This tells the customer that the benefit of the product is more important than the brand name. It’s a humble way to brand things. It builds a weird kind of loyalty. You start looking for that little arrow because it represents a consistent experience across 40 different aisles of the store.
How to use this knowledge as a consumer or creator
If you’re a designer, the lesson of the up and up logo is about the power of negative space and minimalism. You don't need a complex mascot to be memorable. You need a concept.
If you’re a shopper, the logo is a reminder of how much of our "preference" for name brands is actually just a preference for familiar packaging. When you see that arrow, you're seeing a brand that has successfully decoupled "low price" from "low quality" through the power of a well-placed "u."
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Practical Steps for Brand Analysis
- Look at the negative space: Next time you’re in the store, look at the "u" in the logo. See how the arrow is formed. Notice how it draws your eye upward, subconsciously suggesting a "better" choice.
- Compare the "visual weight": Put an Up & Up product next to a national brand. Notice how much "white space" Target uses. National brands often clutter their labels with claims like "NEW AND IMPROVED" or "30% MORE." The Up & Up brand usually sticks to the facts.
- Check the color coding: Notice how the arrow and text change color based on the category (green for health, blue for cleaning). This is a masterclass in "wayfinding" within a retail environment.
- Evaluate the "Store Brand" stigma: Ask yourself if you’d be comfortable leaving this product out on your bathroom counter. Usually, the answer with Up & Up is yes, which proves the design is doing its job of elevating the product's status.
The up and up logo serves as a case study in how to win the "generic" war. It’s not about being the loudest; it’s about being the cleanest. It’s about making the customer feel smart for saving money, rather than making them feel like they’re settling for less.