Though it may trail Wal-Mart in annual sales, Target has a cool cache that Sam Walton’s brainchild never will. It all centers on the company’s very recognizable red bull’s-eye—in play since 1962. In ‘68, the logo got a bright and bold upgrade. While it’s been tweaked in the decades since, the changes have been minimal. The consistency explains why a reported 96 percent of American shoppers know the logo, and how the fashion-forward discount retailer has managed to convince top designers like Alexander McQueen and Missoni to design exclusive, low-priced clothing lines for its customers.