Supermarket Aldi has rebranded, with the aim of creating a more “contemporary” image for the brand.
The new logo has been designed by Germany-based consultancy Illion Markensocietaet and features a refined border, new logotype, brighter colour palette and new icon. Aldi is a German brand.
A shorter, bolder, sans-serif logotype has been incorporated, alongside a new “A” icon.
More three-dimensional look
A gradient has been added to the logo’s dark blue background and “A” symbol, and the three-lined frame now features brighter colours with a more consistent width for the three lines.
There is a brighter colour palette with a lighter blue, darker background blue and more distinctive border colours. The overall effect is a more three-dimensional take on the previous branding.
Aldi says it has refined the old logo while keep its colours and the “A” symbol to retain “strong recognition value” for the brand.
A more “modern appearance” for Aldi
The rebrand aims to give the supermarket a “modern appearance” to sit alongside new “major developments”, says Aldi, such as refreshed product ranges, store redesigns and an upcoming pop-up store in Germany.
Aldi Nord and Aldi Süd
Aldi was founded by Anna Albrecht in 1914, as a small food store called Albrecht in German town Essen. Her sons Karl and Theo Albrecht later took over the store, and set up two separate businesses – Aldi Nord (North) and Aldi Süd (South) – which operated in different areas of Germany.
In 1962, it changed its name to Aldi to combine the words “Albrecht” and “Discount”, then expanded internationally in the 1970s, with the two companies operating in different countries. Aldi Süd currently operates in the UK.
Original version of current logo introduced in 1982
The first “Aldi” logo was introduced in 1975, as a white sans-serif logotype set against a dark blue background in a rectangular frame. The “A”-symbol logo with a three-lined frame was originally introduced in 1982, and last refreshed in 2006.
The new branding has rolled out in China, using characters from the Chinese alphabet. It will begin to roll out worldwide from June this year.
Illion Markensocietaet was not available for interview at the time of publishing.