Target’s corporate emphasis on good design and aesthetics is central to its success as a business and a brand. As a “curator” of good design, the company commissions product lines by some of the most talented designers today – including Michael Graves, Philippe Starck, Isaac Mizrahi and Stephen Sprouse — to expand the store’s product labels at modest prices. From its headquarters in Minneapolis, Target has democratized design and made a major impact on the education of the American public about its daily benefits. A brilliant retailer, the company’s design savvy extends to its store design, advertising, branding and graphic image as well, all of which embody the Target “Fast, Fun and Friendly” ethic. Today over 96% of American consumers recognize the red bull’s eye without any further explanation.