BY Armin

A Leaf Grows in New Jersey

One conglomerate tier (or two, or fifteen) below Walmart is another recent client of New York-based Lippincott, Quick Chek, a chain of more than 100 convenience stores located in and around the state of New Jersey founded in 1966. Last month Quick Chek unveiled a new identity, and private-label developed product packaging developed by Lippincott that help emphasize the store’s commitment to fresh food, including their brewed-every-twenty-minutes coffee. The old logo felt like a bland and blunt New Jersey convenience store that looked more like a companion to a gas station, while the new logo and identity definitely improve the store’s appearance and its products, with a look more aligned with a sandwich or fresh produce shop. I really like the new icon, and how it has a little depth by using two colors to form the letter Q. The typography is forgettable, nothing to worry about but nothing to praise either, maybe a geometric sans would have added some interest. Overall, this is a great visual upgrade for a modest chain of stores that will likely benefit from the added differentiation that its design will provide it, specially against the innumerable amount of convenience stores peppered through the state. A few more images below.

DATE: Jul.14.2008CATEGORY: Retailers 62 COMMENTS

Haik Avanian’s comment is:

Makes me think of Quark for some reason

On Jul.14.2008 at 09:57 AM

reyarts.com’s comment is:

It's a fruit!
It's a cup!
It's elegant, fresh, and well done.

A real improvement.
I like it!

On Jul.14.2008 at 10:04 AM

Amanda’s comment is:

I like this much better, and I love the way it looks on the products. The coffee cups are great. The green on the brown looks wonderful.

Upgrade in my opinion.

On Jul.14.2008 at 10:05 AM

Remy Overkempe’s comment is:

Smooth.

On Jul.14.2008 at 10:07 AM

Matt Hunsberger’s comment is:

Well done, but QuickChek still can't beat Wawa.

On Jul.14.2008 at 10:11 AM

Tony’s comment is:

I'm sure people from Jersey don't get confused, but it sounds more like a payday loan place than a convenience store, to me...

On Jul.14.2008 at 10:23 AM

felix sockwell’s comment is:

great looking stuff. nice work lippencotters.

On Jul.14.2008 at 10:31 AM

Anders’s comment is:

My fist thought was Quark as well and that it doesn't signal anything quick – on the other hand using italics for words as "quick or "speed" might be a typographic cliché by now.

On Jul.14.2008 at 10:42 AM

elbelle’s comment is:

I love it.

On Jul.14.2008 at 10:44 AM

Chris’s comment is:

Definitely a big improvement, but then again I'm a Wawa man.

On Jul.14.2008 at 10:44 AM

Harv’s comment is:

@ Haik,....hehe,..that was my first reaction as well.

An upgrade for sure; love the applications.

On Jul.14.2008 at 10:46 AM

Prescott Perez-Fox’s comment is:

I took one look at knew it was Lippincott — why is that?

I like the Q but I'm not crazy about the type. I do like those milk cartons! Looking forward to further inspection when I return to Jersey. Overall well done.

On Jul.14.2008 at 10:47 AM

arnoldP’s comment is:

I dig it

On Jul.14.2008 at 10:55 AM

Brian’s comment is:

My sentiments exactly, Tony. "QuickChek" conjures thoughts of a cash-advance business.

But the new brand is definitely a nicer upgrade from the antiquated piece from before.

On Jul.14.2008 at 10:58 AM

drew kora’s comment is:

looks good on it's own, even better on the product. i like.

On Jul.14.2008 at 11:03 AM

Chip O'Toole’s comment is:

I agree with the checking cashing first impressions, but if they had to stick with the name, this is a solid rebrand.

I love the simplicity of the milk bottles. It just says "this is milk, it's grade A, vitamin D, it's from Quickchek and that's it.

On Jul.14.2008 at 12:02 PM

Mr Posen’s comment is:

I like the packaging, but don't really get the lock-up of Logotype and Q. The symbol seems redundant, especially when it is repeated larger on the packs.

On Jul.14.2008 at 12:17 PM

What?’s comment is:

If I stare at the Q too long, it loses all meaning. However, it IS a vast improvement over the old logo. It really did look like a pay day loan place.

On Jul.14.2008 at 12:42 PM

Droid’s comment is:

Look at this

This is a logo that i´ve made two years ago for a fruit and vegetables producer. :)

Here´s the original post in Nudonation.

On Jul.14.2008 at 12:47 PM

Joel’s comment is:

I agree that the name is misleading to those of us unfamiliar with the chain, but this new identity steers the brand back in the right direction.

The packaging shots really make this logo shine. I guess that's an important step to remember in the identity development process.

On Jul.14.2008 at 01:17 PM

Jeff’s comment is:

Nothing ground-breaking, but a major upgrade with some good applications so far. Nice work!

On Jul.14.2008 at 01:32 PM

izzie zahorian’s comment is:

so fresh!
the coffee cups especially.

On Jul.14.2008 at 01:56 PM

Paul Lloyd Johnson’s comment is:

http://www.freshandeasy.com/images/logo.gif

Anyone for a law suit?

On Jul.14.2008 at 01:59 PM

Wünderwoman’s comment is:

Mmmmmm...milk. It does a body good.

On Jul.14.2008 at 02:18 PM

koyo’s comment is:

Excelent Aplication! Like It!

On Jul.14.2008 at 02:27 PM

Meryl’s comment is:

Makes me think of BP's logo in the colors and the milk carton makes me think of Publix's in-house brand.

I think I am just sick of green. Whenever I see bright spring green in a corporate logo, I think of green-washing.

On Jul.14.2008 at 02:59 PM

Shahzad Khan’s comment is:

Thats awesome, beatiful logotype.

On Jul.14.2008 at 03:19 PM

Frank’s comment is:

Improvement, yes.
Original&unique, no.

Looks too much like Quark and appr.20 other logos.
Won't look too nice in b/w.Yes, that's still a factor.

On Jul.14.2008 at 04:24 PM

Morgan Smail’s comment is:

A good, functional, strategic upgrade for a convenience store.

With that being said... I'm really looking forward to finding out which other visually cues could be used to symbolize fresh other than a leaf. Infact, even a leaf itself seems to represent so little of the products offered at Quick Mart.

even the word "Quick" in the name seems to be at odds with an organic symbol like a leaf... or anything fresh for that matter.

On Jul.14.2008 at 04:28 PM

claes’s comment is:

I like this a lot. A very straightforward, clean design that, while it brings your mind to that Quark logo, does it so much better.

On Jul.14.2008 at 04:38 PM

Jeff A.’s comment is:

I like it. Nothing spectacular as mentioned above, but a vast improvement over the previous mark.

For those who said the name reminded them of a check cashing or payday loan type of business, it is.

QuikCheck

On Jul.14.2008 at 06:56 PM

Jerry Kuyper’s comment is:

Some questions, some answers, some venting

"I took one look at knew it was Lippincott — why is that?"

Solid, competent work
___

"payday loan place... cash-advance business... checking cashing first impressions..."

Perhaps they could have tossed out 42 years of equity in the name, would you?

___

"This is a logo that i´ve made two years ago for a fruit and vegetables producer"

"Anyone for a law suit?"

Sick with your day jobs, no trademark infringement here.

__

"If I stare at the Q too long, it loses all meaning."

You have reached nirvana, at least it isn't causing epileptic seizures.

___

"Looks too much like Quark... Makes me think of Quark for some reason... while it brings your mind to that Quark logo"

It's a Q, it's green, maybe a red Z would have been better, oh that's Verizon... I doubt any designers are going to pull over and order an Quark Xpresso.

"Makes me think of BP's logo in the colors..."

I heard Milton Glaser make a relevant point in a lecture. To loosely paraphrase what he said – if I could ever bring a solution to a client that was unlike anything anyone had ever seen before, they would have no reaction, positive or negative. It is the association to past experiences that people connect with.

Logolounge.com now has over 97,000 logos in the archives. I would bet most have been created in the last 5 or 10 years.

I think if anyone is looking to see something "unlike anything anyone had ever seen before" in a logo on this or any site, they are setting themselves up for disappointment.

On Jul.14.2008 at 07:02 PM

howard2112’s comment is:

Jerry Kuyper...Thank you. I'm so sick of everybody cloud watching on every single logo. What's further annoying is that they see a simple element, font, or color choice and immediately compare it to an existing logo. God forbid somebody use red and not be compared to Mcdonalds.

On Jul.14.2008 at 07:52 PM

Dale Harris’s comment is:

I am a fan.

On Jul.14.2008 at 09:58 PM

Amanda’s comment is:

I agree with Jerry & Howard.

On Jul.14.2008 at 11:07 PM

Joe Szczepaniak’s comment is:

As always, Jerry comes in as the voice of reason. Call me jaded, though, but I bet "Droid" can't appreciate your argument if he/she can't appreciate the significant differences between his/her logo and this one (for starters, this one's formal qualities far surpass those of his/her own).

Bravo.

On Jul.14.2008 at 11:40 PM

Tony’s comment is:

@Jerry Kuyper,
I quite agree with you on the "it looks like..." comments, but I'm not sure where you saw anyone suggesting they throw out any of their brand equity.

On Jul.15.2008 at 12:14 AM

Glenn Sakamoto’s comment is:

Nicely done!

On Jul.15.2008 at 12:46 AM

Ivan Philipov’s comment is:

Like the symbol, the colors, but why, oh why Myriad...

On Jul.15.2008 at 05:31 AM

Alex ’s comment is:

Wow - it is nice to read a rationale, experienced voice on this blog for a change.

Thank you Jerry Kuyper!

On Jul.15.2008 at 08:32 AM

Darrel’s comment is:

This is nice.

On Jul.15.2008 at 10:14 AM

Jerry Kuyper’s comment is:

Tony,
"but I'm not sure where you saw anyone suggesting they throw out any of their brand equity."

I was specifically referring to the comments about the name sounding like a check cashing venture. It is always enticing to imagine beginning with a new perfect name and a blank canvas.

One could argue that a quick check out or a check list for shopping are equally relevant associations.

Ivan,
Thanks for demonstrating why Myriad was the right choice.

On Jul.15.2008 at 11:05 AM

Mr Posen’s comment is:

"Ivan,
Thanks for demonstrating why Myriad was the right choice"

He, he.

"Looks like the Quark logo"?? hmmm..."merde pour des cerveaux"

On Jul.15.2008 at 12:03 PM

Paul Lloyd Johnson’s comment is:

copy cats

On Jul.15.2008 at 01:54 PM

Jerry Kuyper’s comment is:

Gosh Paul, I think you are right, Saul Bass created a G and leaf combination for General Foods in 1985.

http://en.wikipedia.org/wiki/General_Foods

Clearly fresh & easy ripped off the master and should be boycotted.

Can we all agree we're not going to use circles, leaves, Qs, dark and light green or names that spell words in our logo designs anymore?

On Jul.15.2008 at 02:38 PM

d’s comment is:

Thank you Jerry and Howard.

Also, the typeface is not Myriad. Compare the Q, C and K and to Myriad and you can see the differences.

I believe that it may be a refined version of Frutiger.

In either case it is a solid redesign and I especially like the Milk packaging.

On Jul.15.2008 at 05:51 PM

howard2112’s comment is:

I agree on the milk packaging, although seeing the color green on milk is a little off puting.

On Jul.15.2008 at 06:22 PM

Mr Posen’s comment is:

Thank Jerry ;)
Actually isn't that 'Q' an over head view of a cup of apple juice, with a leaf garnish?

On Jul.15.2008 at 06:58 PM

cheetah boy’s comment is:

ah, jerry kuyper, your enlightening observations are like a breath of fresh air on this blog. God speed in your mission to convert these contributors with their obsessively comparative minds!

On Jul.15.2008 at 07:25 PM

Jerry Kuyper’s comment is:

d,
Nice catch, it is certainly closer to Frutiger than Myriad. I saw the round dot of the "i" and didn't question the logotype being described as Myriad.

Mr. Posen,
we have come full circle, I thought of Miller Coors when Armin suggested in his initial review...

"The typography is forgettable, nothing to worry about but nothing to praise either, maybe a geometric sans would have added some interest."

On Jul.15.2008 at 10:21 PM

Yael’s comment is:

The logo is fresh, if it's not remarkable or very unique. The leaf does help you realize (if you never heard of Quick Chek) that this place has something to do with food. The application of the branding on product is what really impressed me, though. It has a very British sensibility - spare, simple elements and just the necessary info.

On Jul.16.2008 at 10:03 PM

Daniel Campos’s comment is:

Wonderful logo!!!

On Jul.17.2008 at 11:39 AM

Matheus’s comment is:

it's a improvement
but still a cliche

On Jul.17.2008 at 12:17 PM

Dan McGorry’s comment is:

I like the simplicity of the applications, but I don't understand why they chose to emphasize the logo so much. It's a quart of milk, not a quart of QuickChek.

...and they should've made the Vitamin D milk cap red, for consistency!

On Jul.18.2008 at 12:16 PM

Corey Buckner’s comment is:

Looks like a payday loan store to me. Or a check cashing joint. I think with a name like that they should do more to identify that they are a convenience store...

This is what it reminds me of...

On Jul.19.2008 at 12:30 AM

jerry’s comment is:

great colours, i like this

On Jul.19.2008 at 08:43 AM

orangetiki’s comment is:

Et Tu Quark?

I keep thinking of Quark Xpress when I see this.

On Jul.22.2008 at 11:59 AM

orangetiki’s comment is:

Otherwise I think it's clean and efficient. good logo

On Jul.22.2008 at 11:59 AM

mongoose’s comment is:

Meryl’s comment is:

Whenever I see bright spring green in a corporate logo, I think of green-washing.

That I agree with; I hadn't heard the term of 'green-washing' before, but it's exactly what this logo seems to be. The newer, 'fresher', more eco-friendly QuickChek.

But, they;'re doing it right. Simple Target-like packaging, A more emphatic and standout logo, good readable font (though that capital 'Q' makes me shudder somehow), and a lighter, nearly feminine feel.

A- for still not being Wawa, but a vast improvement in logo.

On Aug.17.2008 at 12:49 PM

meson’s comment is:

Well, it's a huge logo improvement.The graphic mark is fresh. And I especially love the new typography with geometric elegance.(lowercase i is really lovely with a round dot). I agreed with d's on the typeface refinement. Or more closely,it's probably based on Frutiger Next. As for the icon, I don't think it reminds me of a green washing store.

On Jan.21.2009 at 12:42 AM

David Canaan’s comment is:

Like it. Looks Lippincott because they have a great corporate identity mindset. I'll be anxious to see how primary signs look on a strip mall fascia -- its "corporate-ness" will need to managed.

Unlike corporate identity, there are three rules to packaging: appetite appeal, appetite appeal, appetite appeal. Does the packaging look like the contents are going to taste good or does it look like medicine?

On Dec.03.2009 at 12:06 PM

Jeffrey’s comment is:

I think it is weak - looks terrible on exterior building signage, looks like several other symbols and really seems disconnected from the strength it should have.

I think the mark was missed - it's blahhh and bland -- I am really surprised!

On Jan.19.2010 at 08:25 PM