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Supermarket Chain Wegmans Launches New Logo Design
September 28th, 2008
Supermarket chain Wegmans has launched a new logo design which harkens back to the company’s logo of the 1930s and 40s. In the coming days and weeks, the new identity of the Rochester, NY based retailer will gradually appear on company’s business and marketing collateral including signage and employee t-shirts.
Colleen Wegman, president of the family-owned company, stated on the launch of the new identity, “When we looked back at some of our earliest logos, they conveyed the warmth and personal attention to detail that we hope reflect our brand. The family culture in our company continues to grow. It was time to go back to our roots and to a logo that is welcoming because it is more like a family signature.”
Over the years, the retail company’s logo has seen many revisions and has featured different art styles prevalent at the time. The new script-type logo replaces the block-letter styled logo, which was first introduced in the 1970s and has seen small, gradual modifications since then.
Wegmans Food Markets, Inc., founded in 1916, has a 71-store supermarket chain with stores in New York, Pennsylvania, New Jersey, Virginia, and Maryland.
November 20th, 2008 at 12:34 pm
I think it was due for change, but I think it fails as a branding device of a leading grocery retailer. The retro logic doesn’t bother me, but the execution does. It’s not particularly good calligraphy, and I don’t feel it distinguishes like it should for a store like Wegmans. When bundled with the fork and plate and goblet from the original Tastings logo, I think you have a classic assembly of different-purposed elements cobbled together in an uncomplimentary way. Borrowing elements because you have them seems like an uninspired approach, and I believe the Tastings logo should be reserved for Tastings, instead of appearing as a store decoration, a signage visual, and other random applications. The scribbly place setting is contemporary and a little wild, yet the Wegmans logo is a very conservative script, and neither flatters the other. It’s what I call casual design.
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