This new logo does them so much good. Belk is working hard at shedding its old grandmotherly image and reinventing itself as the face of the New South. That is ambitious, yet they have the name recognition to do it and their early attempts appear successful. I still wouldn't put them on par with Macy's, but maybe that just belies my lack of southerness.
Regardless, it's a great store and is trending in the right direction.