This hypothetical rebranding of TJ Maxx rejuvenates the store’s image to appeal to a more modern customer base. TJ Maxx’s target audience is young to middle aged women, and they carry chic, mainstream clothing and accessories. The new logo maintains the boldness and simplicity of the old with a more unique and inviting color palette and a cleaner design. There are several blocks within the logo that can be used on their own as branding elements: the “TJ”, the double X, and the diamond which is created by the negative space within the double X.