Fresh Food. Fresh Logo?

By Chad Gordon | March 22, 2017

Chad_March_Blog-644x430

As I teased in my social post, I have some thoughts on Aldi’s fresh logo.

First, let me tell you my impressions of Aldi and their old logo.

For a long time, I had driven by Aldi’s and had no idea what they were. It sounded and looked vaguely automotive. When I finally heard it was a grocery store chain, I was confused. Maybe it’s a “weird” European packaged goods store. That shopping guy is not me. My goal when grocery shopping is to beat my record shortest time spent in the store record. In a way, Aldi was an off-putting brand to me, just based on their logo. It kept me from exploring.

After hearing good things about Aldi, I’ve finally been to my local store. A pleasant experience, with good products and good prices. People were friendly. The place looked clean. It was… ok. I still don’t shop there regularly, and the brand just doesn’t connect with me. Is it still because of the logo? Maybe. While I am a designer and am hypersensitive to such things, I’m also a grocery shopper — with no allegiances to supermarket brands.

Now Aldi sports a new logo. From a consumer standpoint, it doesn’t make me feel any different about the brand. That automotive name and those colors don’t make me think about food.

A Missed Opportunity?

Seems to me this is a missed opportunity. Aldi stated that their new “modern” logo redesign is a reflection of major developments the company has undergone. Problem is, the brand feels updated but it doesn’t feel modern. Removing the lighter blue box, enlarging the A, allowing more air around the type and the A, and minimizing their bands of color are improvements. It does feel fresher and cleaner. The shapes that make up the A are actually more organic and give it more depth.

However, they took it too far with the gradients in the A and in the dark blue background. The typeface also feels dated, mostly because of the rounded L, which looks 70’s sci-fi. (Yes, one detail on one character can do that.) Both of these elements (typeface and gradients) keep this from logo from feeling modern. And I don’t get the odd balance created by the extra spacing under the name.

Ultimately, I like parts of Aldi’s newly fresh logo. It already contained lot of elements, and they cleaned those up. But I think they kind of missed the mark. They could have really made a statement.

~Chad

Save

Save

Save

Save

Save

Share on...

Posted in  and tagged , , , , , ,

Author

Chad Gordon

Chad is the Creative Director, overseeing the development of virtually every original design. Chad studied photography in Edinburgh, Scotland, and has a degree in photo illustration from Ohio University. In 1991 he worked with Reuben and Company as a photo assistant before joining designRoom as a designer the following year. Chad has received numerous national awards, has shared in his team’s many Addy Awards, and has had his work published in several international design publications. Chad is experienced in all phases of creative design, including concept development, art direction, photography, typography, print production, and website design. Chad’s specialties are photo illustration and identity development. His unique infrared photography has been shown in numerous galleries around northeast Ohio. He is an avid baseball man, a crafty pitcher with speed and movement on his fastball, and played on championship teams in the Roy Hobbs League.

“I trust them with my brand. I trust them with my marketing business. They will not steer you wrong. They will ensure everything is on point moving forward.”

Lauren Byers, Vice President, MarshBerry

"Our client base increased. Our staff base increased. Our reputation and notoriety in the industry increased. The branding has lifted us up to be very confident.”

Denise Corbisiero, COO, Integrity Billing

“We trust them as true professionals who really understand the process that’s required to do things right.”

Carole Boye, CEO, Community Alliance

“They really bring in the heart behind the message. They tell the story in ways that are compelling. They’re really creative and that matters.”

Anthony Guido, VP of Communications & Marketing, Cohen Veterans Network

“…we really felt that they understood what we wanted to accomplish. They listened to us instead of puking their process on us.”

Laura Bren, President, Deeley Insurance Group

“Loved the process – we got so much more than a new logo; helped us unite around a common mission and language.”

Travis Pearson, CEO, Endeavors

“This input helped us work better together as a team. The whole brand refresh process was a wonderful team building opportunity.”

Matthew Wolf, Vice President, Seabrook

“We never had the production value in terms of the presentation/signage – the quality was new and impressive and people really embraced it.”

Marvin Ventrell, Executive Director, National Association of Addiction Treatment Providers

“Take the time to let designRoom get to know you. It is amazing that they get to the core of who you are…”

Jonathan Lee, President & CEO, Signature Health, Inc.

“They became much more like partners deeply embedded inside our business.”

Travis Mlakar, President, Millcraft Paper

  • X