The familiar big blue G is gone and an array of color and half moons are in the new logo for supermarket company Giant Food, which gave itself a fresh face to get consumers to notice changes inside its stores. The Washington Post reported the news in a story late last week.
“A logo is a design embodiment of a company’s point of a view, what a company’s belief system is and its place in the market,” says Caley Cantrell, a communications strategy professor at Virginia Commonwealth University Brandcenter. “As the market evolves, a company has to determine, ‘Do our outward symbols … have to evolve as well?'”
Along with the new logo, Giant is planning to expand its selection of prepared foods and private-label offerings. Hand-held scanners will soon be available for shoppers to ring up items while they browse the store–a benefit for growers who serve Giant supermarkets.
Giant is also making structural changes, with plans to remodel about 100 stores over the next two-plus years.
To read the full Washington Post story, click here.