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BY Christian Palino


Stop & Shop for a New Logo

Stop & Shop Logo, Before and After

Giant Food and Stop & Shop, two sister companies that represent a pair of the nation’s largest regional supermarkets have shed its previous identities for a bowl of fruit — or a plant — or, um, a multi-colored flower thingy. In any case, gone is the Giant-on-your-side G and the stop lights.

Myself, a native New Englander, I have to admit that I’m sad to see the Stop & Shop logo say goodbye. That red and green traffic light, while paired with some heavy-handed typography and an even heavier containing shape, had an amazing amount of brand recognition for two colored dots. I’m convinced that in my original neck of the woods, you could stick that traffic light symbol up in front of anyone at all and they could recognize the company without fail.

Giant Logo, Before and After

I’m not as familiar with the Giant logo — its modeled, red wordmark slicing through a Giant “G” — it’s clunky, dated and a bit over-beveled if you had asked me on the street. And while I feel like the red and green shapes of Stop & Shop could have had new life breathed into it, it would have only solved half the problem. While this new identity system is colorful and has slightly better typography (save the terrible setting of “Stop&Shop”), the real advantage is that it is able to minimize overhead costs by working for both chains without the loss of either name. To that point, some success — as for determining what the logo is… your guess is as good as mine — clearly this is not a logo with the kind of long-term recognition that the traffic-accident-inducing red and green logo of old had.

Animation by Superfad

Animation by Superfad

Animation by Superfad

Animation by Superfad

Animation by Superfad

Stills from an animation developed by Süperfad. So maybe there is the answer of what the logo is.

As for the corporate rationale, Stop & Shop’s Consumer Advisor Andrea Astrachan said “Customers talked and we listened… The new look shows customers that we’re making changes and committed to providing great food and meal solutions at low prices everyday.” And you can always read the press release.


Entry Information

DATE: Aug.26.2008|CAT: Retailers| 100

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Comments Jump to Most Recent Comment

Holli’s comment is:

It looks like a cross between the TBS logo and a bowl of Trix.

On Aug.27.2008 at 12:02 AM

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JonSel’s comment is:

clearly this is not a logo with the kind of long-term recognition that the traffic-accident-inducing red and green logo of old had.

That seems like a rough way to judge a logo. No brand new symbol has the recognition of something that's in the common vernacular AND has been used steadily for years. Is it recognizable right now as something fairly unique? I'd say it is. That's a good start. Time and money will mean everything.

On Aug.27.2008 at 12:05 AM

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Christopher Edwards’s comment is:

You know. Living in the mid-Atlantic for 10 of the last 16 years, I have grown used to the Giant logo. That big G is ridiculous. But recently, they seem to have been toning it down. Reducing it in scale to the serviceable slab-serifed "GIANT." I was quiet happy with that decision. It looked especially nice in neon as the new Super Giant stores used. I don't think I'm okay with this direction. I mean it's okay, but Giant and Stop&Shop have had a rough few years. The merger of their data system was hellish. And I just felt like maybe they needed to stop making changes for a little bit and concentrate on improving customer service and experience. Anyway, I guess I had hoped wrong. So here we go again!

On Aug.27.2008 at 12:32 AM

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RoleModel’s comment is:

Unfortunately, speaking as an employee...yes, it is change for the sake of change. Sure, they're giving us a small employee discount, but are they lowering prices for the customer? No, they're not doing it well enough to matter. Until then, all the logo changes in the world are meaningless.

And we still haven't gotten the new uniforms yet. They're truly weird color choices:



On Aug.27.2008 at 12:51 AM

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Christian Palino’s comment is:

JonSel, the reason I make this point is that the previous logo for Stop & Shop employed an indexical sign of a traffic light - which as an object is rather ubiquitous, giving that logo a supreme advantage at timelessness (especially given the restraint in using two, simple, colored circles) that the new logo's set of abstract shapes is not going to come close to.

Its true that I'm generalizing and of course there are exceptions (especially if we factor in execution of concept, quality of execution, etc.) but I feel fairly confident that there is little question that employing an object as common as a traffic light leads to much longer-term recognition than that of generating a composition of shapes with such flexible definition.

On Aug.27.2008 at 02:57 AM

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Lester’s comment is:

The ampersand wants so badly to continue on into the following S that I'm so disappointed not to see it do so.

On Aug.27.2008 at 03:36 AM

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DKM’s comment is:

Aw, I'm originally from Boston and now the last thing that was a constant in shopping was Stop & Shop. Now no more; like Bread & Circus and Shaw's. Sad. And on that logo, gee does nothing say bold & striking in the 2000s like the 80s and blue?

On Aug.27.2008 at 05:10 AM

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dg3’s comment is:

Reminds me of this:

img src="http://www.thediabetesblog.com/images/2005/05/Weight-Watchers-logo.jpg"/

On Aug.27.2008 at 06:44 AM

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dg3’s comment is:

On Aug.27.2008 at 06:45 AM

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Daniel Campos’s comment is:

I've seen this... it's very familiar...

On Aug.27.2008 at 08:33 AM

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Armin’s comment is:

I'm going to go against the grain here and say that this is a really strong icon — the typography is an uninspired choice so I won't even consider it part of my critique. There is a great ambiguity to the shapes, they can be fruit, they can be bowls, they can be baskets... The idea is that you are putting many of them together, of different sizes, of different colors. It seems to be more of a metaphor for the motion of putting things in your shopping cart than anything figurative.

The logo is dynamic, will reduce like a charm and will become quickly recognizable, because it looks nothing like any of its competitors or anything like most logos being done today. If this had been done by Paul Rand -- and it very well could have been -- 30 years ago, no one would bat an eye about it.

Superfad's animation is sublime too, and brings to life this identity. Sadly, the logo will most likely live in coupons, but this animation shows the possibilities it has.

On Aug.27.2008 at 08:37 AM

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Nick Irwin’s comment is:

sooo they either chopped up tucan sam or they only sell fruit?

On Aug.27.2008 at 08:55 AM

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Jacob’s comment is:

This image is from the a Weis Markets grocery store in rural Pennsylvania. I see we've come full circle:

On Aug.27.2008 at 08:58 AM

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Jeff’s comment is:

Those faces are ug!

On Aug.27.2008 at 09:13 AM

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jRod’s comment is:

Although they are both major improvements over their former logos, the Giant version makes me think of Carmen Miranda.


On Aug.27.2008 at 10:23 AM

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sra’s comment is:

I think it was a mistake to use the exact same arrangement of shapes for both Stop & Shop and Giant. After seeing S & S above the cut, I was interested to see what Giant was like. What a letdown.

Maybe a different arrangement of the same shapes might have been a good idea? Or some different colours. I agree that the traffic light was more iconic, but I suppose it wouldn't have played over to Giant all that well. Although if they were just going to make the signs exactly the same, why not make them all S & S or all Giant?

On Aug.27.2008 at 10:32 AM

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felix sockwell’s comment is:

I'm lovin' it.

On Aug.27.2008 at 10:35 AM

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Jacob’s comment is:

@sra: Why not make them both the same name? Regional associations, generally. S&S is a big name in its home market; Giant is a huge (but kind of fading) name in its home. There's an incredible loyalty to grocery stores, and pulling the name out from under some people makes them quite uncomfortable.

On Aug.27.2008 at 10:38 AM

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Alfonso’s comment is:

I agree the Stop&Shop type could be better spaced, and the ampersand needs to be resolved, as stated before, but I still don't think it's "terribly set". We've all seen much worse.

On Aug.27.2008 at 10:47 AM

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Mingshi’s comment is:

Did they get that logomark from Logoworks or??? It has no relation to the name whatsoever.

Brand direction is wrong in the first place - typesetting is the least I am worrying.

On Aug.27.2008 at 11:05 AM

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John McCollum’s comment is:

I love the mark as Stop & Shop is using it. I see a bowl with stuff in it. Works for me.

I never liked the old S&S logo -- The words say "Stop & Shop," but the logo says "Stop & Go."

At any rate, I would have liked a better ampersand, but overall, I think it's an improvement.

Giant, however, isn't working for me. When I see the wordmark combined with the logo, I want to ask, "A giant what? Is that a turkey?"

On Aug.27.2008 at 11:07 AM

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Chad K’s comment is:

I think it is just recognizing that cross-bread that has taken place in the cereal isle between Toucan Sam and the Cornelius Rooster:

+

On Aug.27.2008 at 11:21 AM

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Matheus’s comment is:

ugly

On Aug.27.2008 at 11:50 AM

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Dylan Mullins’s comment is:

I don't like the new logo, but I guess that I do *get* the intended metaphor of a bowl and food spilling out. For such a major grocery chain though, I don't feel like the mark itself has any real longevity or power of brand positioning. It doesn't set them apart from anything, or distinguish them as a leader in any way at all.

I don't even want to talk about the type. BAD choice. I actually dig the super fat 'G' and wonder how many options the designers presented for a remake of the 'G' character/idea.

On Aug.27.2008 at 12:56 PM

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Stereo Radiation’s comment is:

A whole lotta lovin' is what this logo is bringing.

On Aug.27.2008 at 12:56 PM

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Dylan Mullins’s comment is:

After watching the animation, the mark made a lot more sense, but clearly it isn't able to hold water across various disciplines.

Ambiguous logo is ambiguous.

On Aug.27.2008 at 12:59 PM

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Dylan Mullins’s comment is:

@ StereoRadiation: Hot-linked image is broken. I'm not sure what's more funny, the allusion to the Partridge Family, or the image of that spitting monkey...

On Aug.27.2008 at 01:00 PM

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koyo’s comment is:

The new brand is kinda wired. But I like the applications.

On Aug.27.2008 at 01:54 PM

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CarlyM’s comment is:

This new logo has been driving me crazy. (I live in Giant territory.) The animations are the only thing I do like because the shapes make sense there. The color scheme and the rounded corners bother me - it's like a neo-retro scheme ... or something. Yuck. How long until they change it again?

On Aug.27.2008 at 02:44 PM

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Jane’s comment is:

I knew I had seen that logo before!


On Aug.27.2008 at 02:54 PM

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ccole’s comment is:

I have some friends that work for the company and they were told the logo is supposed to be "fruit moving towards the future."

On Aug.27.2008 at 03:59 PM

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Mark’s comment is:

thank you for covering this.

I'd have to say this new logo does indeed look different it isn't bad, but I'm going to have to say the explanation for the new logo is very bland, I mean a bowl of fruit? (that's the closest explanation I've read so far.) how exciting, not much thought in that idea,this is a grocery store not a food brand.

In my desperate attempts to find any semblance of the previous logo I picture the shapes to be more like traffic signal arms, behind a shopping cart to represent the name, but they're also groceries in the cart to represent "shop", while the colors of groceries represent the signal colors, so that the red would represent "stop" and the green would represent "shop", ugh whatever my lamer explanations probably don't make sense at all, it is annoying, when they are very ambiguous about the meaning.

Here's how I see it, they took the colors from the Stop & Shop logo, and combined that with the bottom negative space shape of the big "G". Then they repeated that shape, and incorporated Stop& Shop's two famous colors with that, and then added two other colors with that to fit a consistent color scheme, then they figured out the meaning later, in essence they were trying to combine the two elements of the previous companies to make a new one, not a bad idea but they're so abstract about it's meaning, that it doesn't help.

Sigh, at least the previous logos got straight to the meaning right way, and were easily recognizable, and even today whenever I see a traffic light at the back of my mind is the name "Stop & Shop" if that isn't good brand association then I don't know what is.

For all I know, it could be a shopping cart with groceries/shards of the old traffic signal in it.


this logo reminds of TSW (a now defunct TV station, I discovered looking through the internet) logo from the UK, where the graphic designer was also ambiguous about the meaning, but at least it was more better at referencing what it was inspired by.

On Aug.27.2008 at 05:58 PM

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Mark’s comment is:

I swear that old ampersand came from an older logo...

ah,hah! here it is

On Aug.27.2008 at 06:18 PM

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Jef ’s comment is:

@ John McC
Back in the day the s&s logo used to have the traffic light sitting in a shopping carriage. A giant version of it dominated Main St. Hyannis when I was growing up. At some point they lost the carriage and just had the traffic light.

On Aug.27.2008 at 08:45 PM

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Mark’s comment is:

There is a positive thing about this logo at least it doesn't look static like the previous logo, which while was nice didn't have much motion going on, besides from looking from the red light to the green light and the "stop" to the "shop" that red lined box box kept it all enclosed.This new logo has a more open feel to it.

The motion going from right to left and left to right is somewhat similar to the 1963 logo which the circles of the traffic light double as an object dropping down into the shopping basket, which is absolutely clever, even though I was never around to see it in use during that era (I was born in 1987) I appreciate it for it's subtle use of shapes like that.

here's the 1963 logo:

it's seems they decided to go open and simple again. :D

On Aug.27.2008 at 08:53 PM

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adam’s comment is:

i dig the graphic part of the logo. armin makes a really strong point in that it looks as though it could have been done by paul rand 30 years ago, but still seems modern and clean by today's standards.

On Aug.27.2008 at 08:57 PM

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PP’s comment is:

I like the old logo. But I also like the new one, whatever it means. But the question is: does a logo *really* have to mean anything or have a good explanation?! I don't think so. I am not talking about wild surreal options, but about trying to avoid the classical relationship between the name and the symbol. What I would like to say is that I'm kind of tired of logos that are regarded as "clever", but actually are nothing more than visual puns.

On Aug.27.2008 at 08:58 PM

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VonK’s comment is:

The mark is better. It works nicely in the animations and those "slices" can be used to build any old thing you could need.

The 60s logo (thanks for sharing, Mark) is clunkier but endearing in a way. At any rate, it seems to have more thought behind it, which (besides that nasty type choice) is the new mark's main failing IMO.

PS-Jef, you grew up in Hyannis in the 80s? I had family there during that time and visited as often as I could. Something about that place at that time has stuck with me...

On Aug.27.2008 at 11:32 PM

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Christian Palino’s comment is:

To hold down the rest of the Cape constituency, I'm a Dennis native, which save the DPM means I spent a lot of time with the S. Dennis Stop & Shop.

On Aug.27.2008 at 11:53 PM

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AL’s comment is:

I think the mark is nice - sunny, friendly, fruity. Type choice could have been better, however.

On Aug.28.2008 at 05:55 AM

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Chad K’s comment is:

I haven't seen the Gian "G" logo in years. This is the one that I am used to:

Are they still using the Giant "G" anywhere?

On Aug.28.2008 at 08:54 AM

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Grant’s comment is:

Wow, I haven't ever seen that Giant logo, Chad K. You must be much older than I am. I grew up in Baltimore and the Giant G is everywhere.

I have to admit, having relatives in New England where Stop and Shop is, I never knew the two companies were connected. I view this change in logo to be similar to the Carl's Jr. and Hardees thing. Same company. Same logo. Different name underneath.

And I am okay with that idea. But unfortunately, the logo is very uninspiring. The visual, while it plays well in the animation, is pretty flat. The type feels like it was just slapped on there. There was no attempt to integrate it with the visual element.

While the old logos weren't the greatest thing ever, in my opinion this option isn't a step in the right direction.

Very disappointing.

On Aug.28.2008 at 09:17 AM

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Kris’s comment is:

I'm not a big fan of the new logo mark itself, but the branding with colors in the stores is just fantastic – makes the place feel much more cheery.

This logo looks awful in b&w on the receipts, but I suppose many logos do.

On Aug.28.2008 at 09:39 AM

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RoleModel’s comment is:

Chad, that's the logo for another Giant Food located in Pennsylvania and thereabouts. And they're also owned by the same company.

On Aug.28.2008 at 09:41 AM

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rickyaustin’s comment is:

Atleast it's not inside of a shiny glass ball!

On Aug.28.2008 at 10:26 AM

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Dylan Mullins’s comment is:

@rickyaustin: lol

On Aug.28.2008 at 12:52 PM

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Shawn’s comment is:

I agree, Grant. The new icon is flat and will lead to confusion here in the east coast. People recognize the S&S logo instictively and will obviously comment and be a bit confused.

In New England, any change is seen as a negative and leads to suspicion of the brand not being what it was - so some migration to the more familiar Shaws brand will happen - and no longer a "local" brand. While Dunkin Donuts has changed over the years, they have kept their look and feel in tact - as well as the public's perception of what a "local" company is.

With this change, there is no connection between the logo and the name It will always be an awkward fit and speaks more of compromise and corporate arrogance than offering new options to their customer.

Ultimately, it will never have the same brand integration and honesty the initial S&S brand had. Again, not much has been gained, but a great deal has been lost.

On Aug.28.2008 at 01:13 PM

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EMD’s comment is:

I'm digging the '63 version with the traffic light also representing something (fruit?) being put into a grocery cart. It says 'stop, shop and go" without a lot of hassle. Perhaps a tweaked version of that would have been better.

As for the Giant stuff, I don't see how unifying the two under one logo (if they both remain regional chains) has any greater business purpose.

On Aug.28.2008 at 01:35 PM

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Mark’s comment is:

They're probably uniting them under one logo to unite them under one company to show that their part of the same family, the only company I could think of who did the same thing was the Krogers convenience store brands (Quick Stop, Loaf N' Jug, Tom Thumb, Turkey Hill)rebranding under the same logo but keeping the original names.

I also like that '63 logo, it was pretty straight to thew point, I don't know why they opted out of the three signal basket form, that logo existed during the time when Stop & Shop owned Bradlees and Medimart. My best guess was they were trying to update them selves after they sold of Medimart to Walgreens, and wanted to rid of themselves of that outdated baggage, since Medimart used the same design except with that it had a mortar and pestal.

the last time that Stop & Shop tweaked and used the symbol at all, but not on it's stores was sometime around 1990-1992 when they still owned Bradlees, can be seen here, upsidedown.

then after that, it sort of disappeared.

On Aug.28.2008 at 02:33 PM

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Christopher’s comment is:

Anyone that went through Royal Ahold's merging of the stock and register systems of S&S and Giant a few years ago -- and the chaos that it created (empty shelves, wrong prices) -- knows full well that these aren't local brands anymore. The Dutch and the French own most of the major supermarkets in the West. Oddly enough, we think of America as being the land of industrialized food and big box stores, and yet, our major food purveyors are almost all European owned.

On Aug.28.2008 at 02:35 PM

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Mark’s comment is:

They're probably uniting them under one logo to unite them under one company to show that their part of the same family, the only company I could think of who did the same thing was the Krogers convenience store brands (Quick Stop, Loaf N' Jug, Tom Thumb, Turkey Hill) re branding under the same logo but keeping the original names.

I also like that '63 logo, it was pretty straight to thew point, I don't know why they opted out of the three signal basket form, that logo existed during the time when Stop & Shop owned Bradlees and Medimart. My best guess was they were trying to update them selves after they sold of Medimart to Walgreens, and wanted to rid of themselves of that outdated baggage, since Medimart used the same design except with that it had a mortar and pestal.

the last time that Stop & Shop tweaked and used the symbol at all, but not on it's stores was sometime around 1990-1992 when they still owned Bradlees, can be seen here, upsidedown.

then after that, it sort of disappeared.

On Aug.28.2008 at 02:36 PM

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VonK’s comment is:

Oh snaps! Medi Mart helped inspire Chalet?! Does anyone know if that logo is custom, or if it was a commercially available face?

On Aug.28.2008 at 07:05 PM

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Mark’s comment is:

To me this logo works, WHY?

because it has got me as a customer curious about it, and interested in it, I can't stop being fascinated by it, this sudden change has got me interested in all things Stop & Shop, heck even today I find myself looking for the weekly circular, and just staring at it, the front with it's stark open layout is excellent, a good first page, it's refreshing, I also like how the repeat the shape on circulars, and the soon to be out bags, You've got me Stop & Shop you've got me.

Well done. :)

On Aug.28.2008 at 07:11 PM

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Mark’s comment is:

VonK I haven't a clue what you mean by Chalet, could you be more specific? As far as I know the Stop & Shop 1963 logo was made by BrandEquity, and they probably customized the elements of the Stop & Shop logo for the Medi Mart logo, hell they could have precisely hand drawn it back then,I don't know, I wasn't around, I haven't a clue what the typeface is.

Was Chalet a pharmacy? a store, what is/was it? OR Are you referring to the building style to use it as a metaphor of how widely other companies used the mortar and pestal? Oh, wait, you probably are.

silly me.

X-0


^
that's supposed to be a "doh!" emoticon it has nothing to do with hugging or kissing.

On Aug.28.2008 at 07:27 PM

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Chad K’s comment is:

Mark, Chalet is a retro, very stylized typeface available through House Industries

On Aug.29.2008 at 09:09 AM

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Mark’s comment is:

thanks, I never heard heard of that typeface *embarrassed*. It's probably was custom, from the looks of it I can't stop looking at that "t" so well done and unusual, yet elegant enough to look professional. :)

The Stop & Shop (1963)logo also used that typeface.


On Aug.29.2008 at 11:17 AM

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Char’s comment is:

I like this and how the logo is applied throughout the entire rebranding. It looks friendly and unpretentious. It doesnt say expensive, but it doesnt say bad-quality. Not too crazy about the typeface, but it's not a horrible choice.

On Aug.29.2008 at 02:05 PM

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Mark’s comment is:

I think I pinned the timeline of the Stop & Shop logos

1968-early/mid 1970s lower case Chalet typeface w/first letters capitalized three traffic light shopping basket logo

mid 1970s-1984 lowercase Chalet w/ first letter capitalized two traffic light logo (last version had stripes on the lights)

1984-1994 uppercase custom version of Plaza Ultra two traffic lights with no red line box logo (first version had striped traffic lights)

1994-2003 uppercase custom version of Plaza Ultra two traffic lights with red line box

2003-2008 uppercase san serif bold font two lights with red box.

2008- the current one

On Aug.29.2008 at 02:24 PM

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rick’s comment is:

Well, in light of the discussion about old logos, I happened to be at the Milford CT location this morning and saw no less than four iterations of the S&S logo.

Make sure you return your carriages... to 1975 or thereabouts:

The facade features the gee-whiz futuristic son-of-Stop face that we started to see when they began rolling out Super S&S:

The gas station out front, on the other hand, features the toned-down version of the same layout, as does the Big Brother warning.

And finally this on a banner before you even walk into the store proper.

To paraphrase King Crimson, one could easily call this 21st Century Schizoid Brand...

On Aug.29.2008 at 03:10 PM

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RoleModel’s comment is:

Rick: The Sayville, NY store is like that with the four different logos. Which is weird because Stop and Shop was only introduced on Long Island about 8 years ago (before that, that store was a Grand Union). They got lazy with recycling the carriage holders.

On Aug.29.2008 at 03:48 PM

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Mark’s comment is:

I know, and those carriage signs are the NEW ones, maybe it's a homage who knows, but I like them for their simplicity.


that second pic I can hardly see, here's a brighter version of the same type of sign, this is the Plaza Ultra look-a-like i was talking about.

you can't blame them for the circa 2003 parking lot signs those were installed 5 years ago and been in use since and the current logo was just announced, it can't be expected to be changed overnight.

here's another logo they were exploring.


wait, stop the press! they had a complete ampersand planned? Why'd they scrap that????

On Aug.29.2008 at 03:58 PM

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Mark’s comment is:

Oh, if you want to know way out of date logos, last time I've checked, the electronic shopping carts still sport the original 1984-94 Super Stop & Shop logo. (the one with the stripes)

On Aug.29.2008 at 04:07 PM

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Mark’s comment is:

Oh, if you want to know way out of date logos, last time I've checked, at my store the electronic shopping carts still sport the original 1984-94 Super Stop & Shop logo. (the one with the stripes)

On Aug.29.2008 at 04:08 PM

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rick’s comment is:

Am I just weird? To me that discarded logo actually makes more sense-- ingenious use of white space in the graphic, and I like the rounded sans face too.

On Aug.29.2008 at 04:35 PM

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Rob’s comment is:

Mark: That asterisk-style Stop and Shop logo reminds me of the old Zayre's Department Store logo. Ironic, since Zayre's was a close competitor of Bradlee's in the Northeast.

Like the concept art you show, Zayre stores were filled with the asterisk motif. Very 70s.

I don't care for the new Stop and Shop logo; it's too generic and trendy. Most of all, it throws away an incredibly strong brand association. Everyone in the Northeast knew that logo.

On Aug.29.2008 at 04:36 PM

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markm’s comment is:

I really like the asterisk&spoons logo. Too bad Walmart undercut them and is selling a cheaper version of the same thing...

On Aug.29.2008 at 05:11 PM

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Mark’s comment is:

I'm going to have to admit it, that other concept logo makes more sense to me, the sun signal connection, BAM!, got that straight away, also the spoons possibly hinting at the "all the ingredients" slogan. I can get that right away also, and there is no sloshing through ambiguity, you see? Here in the general public we'd like to get straight to the point, don't boggle us down with needless rhetoric, cut to the chase. In other words we don't like to be B.S.ed. If they'd colored that in cheerful colors it would also work, damn, imagine the uses! it's perfect short and sweet, and brilliant!

crap, why did they scrap that, the typeface was prefect!!!!!!!

Ahold are idiots for not taking that logo,sigh.

I guess it wasn't ambiguous enough...;P

On Aug.29.2008 at 06:21 PM

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Kelly Hobkirk’s comment is:

Love the logo, not the execution. Hate the typography. My gawd, that type is horribly executed. May as well get rid of the ampersand altogether.

The sun and two spoons logo in Mark's earlier post is brilliant, but it's a bit of a stretch to call the letter both an 'S' and a 'G' for Giant. Then again, I'm not a fan of using one identical mark for two brands.

On Aug.29.2008 at 07:00 PM

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Mark’s comment is:

I didn't notice it made a letter shape until you pointed it out! I see an "S" and sort of a "G" shape once I look carefully, it works better for Stop & Shop than Giant (once again). Still brilliant, execution never the less, I wonder what it would've looked like in color,sigh.

On Aug.29.2008 at 07:12 PM

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Mark’s comment is:

I have more news, It's color was supposed to be yellow, I found out fiddling around with the address where the image originated from, it that wasn't the only logo they were considering, it seems they ran a contest/competition around 2007, there were three, the sun logo, the flower logo, and a transparent ugly, curvy S logo the other two didn't look that great, it could have been worse.

you know what? I'll risk it I'll post the images.




Quickpost this image to Myspace, Digg, Facebook, and others!



Quickpost this image to Myspace, Digg, Facebook, and others!



Quickpost this image to Myspace, Digg, Facebook, and others!



Quickpost this image to Myspace, Digg, Facebook, and others!



Quickpost this image to Myspace, Digg, Facebook, and others!



Quickpost this image to Myspace, Digg, Facebook, and others!

On Aug.29.2008 at 09:36 PM

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Matt Klaman’s comment is:

Seeing another grocery store rebrand, I am shocked to have searched old topics and not finding the brand change from food lion to "bloom." Granted they are taking a super slow approach, all food lions are set to become blooms at some point or another.

On Aug.30.2008 at 11:41 AM

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Christian Palino’s comment is:

Mark, where are these images coming from? While they are a great reference, I want to be sure we're not posting anything we shouldn't be - though the responsibility would be yours ;)

On Aug.30.2008 at 07:48 PM

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brandy’s comment is:

So, anyone wondering why the spoons mark got dropped?
(hmmm)

On Aug.30.2008 at 08:47 PM

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brandy’s comment is:

Oh, I get it now, it was Interbrand Cincinnati (or should I say "sin-sin ati")

On Aug.30.2008 at 09:01 PM

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Mark’s comment is:

a broken/sometimes broken link the images came from

http://www.retailpowerhouse.com/images/


they aren't even current.

On Aug.30.2008 at 09:48 PM

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Mark’s comment is:

how did interbrand get by without adding a 3D shine effect or reflections?


hehe.

On Aug.30.2008 at 10:29 PM

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Glenn Sakamoto’s comment is:

On Aug.31.2008 at 03:05 AM

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Rex’s comment is:

here's the first thing that came to mind.....

The Partridge Family logo


On Aug.31.2008 at 11:49 PM

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illusio’s comment is:

I'm digging the flower/kiwi logo that Mark posted. It has more potential as a single, recognizable iconic element than the new re-branding. It looks cool on the bag as a pattern and abstracted on the truck wrap. Too bad for them.

On Sep.01.2008 at 02:02 AM

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Joseph Maguire’s comment is:

I think this brand move actually helps. I saw it in stores, and it represents a more modern, hopefully and exciting representation of the stop and shop brand which I always felt was something that felt more like the 1990s but not today's brand.

On Sep.01.2008 at 09:40 PM

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Mongoose’s comment is:

Ahh, the Grocery Store Holding Corporation trying to make two regional chains into one- like with "Shaw's Osco" and other half-hearted measures. I think it'd have been stronger to just bite the bullet and say "okay. they're all getting renamed Stop & Shop", and go forward.. but i understand the urge to keep things with the 'Giant' name, which does have its cachet.

None of this makes me like the vague 'fruit in a bowl' logo. Maybe I'm just a cranky yankee, but the Red/Green logo was simple and highly recognizable. The new one will have about a 10-year lifespan, I think.

C-. It's bright but forgettable.

On Sep.01.2008 at 09:51 PM

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emily’s comment is:

I saw the new stop and shop uniforms, and wonder why stop and shop chose purple and yellow. Those are weird colors. Also, people who are working on the sales floor wearing yellow the dirt will show up a lot easier, then the green and black shirts.
Also I don't like the aprons you wonder if the apron string will get caught on something. I wish stop and shop would return to the old colors and the old logo, I wonder how long the new color combination will last.

On Sep.02.2008 at 09:12 PM

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Christina’s comment is:

I really like the update - fresh, clean and inspiring. Why do we designers always look to tear work apart? Would have, could have and should have - I could have done better than that. It's the first thing we always do, makes me sad for our industry. At least it isn't another “Interbrand Globe” logo!!!!! Maybe they are listening? (see Xerox, AT&T and Thompson Reuters)
Anyone in their right minds can clearly see that this new design is a radical redesign and a vast improvement on the previous out dated logo. If you go to the stores it is very easy to see that they clearly needed the help. Compare this to a Jewel or a Kroger and this is streets ahead.
What bothers me more about some of the replies is that some of the content seems to be confidential and is (as is sometimes stated) posted at the risk of getting into trouble with Stop and Shop / Giant. Comment and post away at your own risk!
Well done Stop and Shop. Love the work.

On Sep.02.2008 at 09:55 PM

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Christina’s comment is:

PS - I much prefer the flower/kiwi fruit logo that was under consideration if that's what it is? That says freshness even more than the final logo.

http://img509.imageshack.us/my.php?image=fendcapbagssen4.jpg

On Sep.02.2008 at 09:59 PM

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TIA’s comment is:

Something that the comments seem to miss here is the idea that this will somehow consolidate costs. I don't see how that is possible, Stop & Shop and Giant currently use different logos on branding and packaging. Any cost savings / consolidation is null if they include the typography with the new mark. Currently the mark is not mature enough to stand on it's own.
Oh, I should also point out it's likely that ALL of the packaging will need to be redesigned to accommodate the new FOUR color logo. This logo does not, can not fit in to any of the current guidelines. Any cost savings will be years down the road.
So, as a rebrand the success is debatable, as a cost savings tool the results are EPIC FAIL.

On Sep.04.2008 at 03:26 PM

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Mark’s comment is:

I just got the new plastic bags the logo is all purple on them.

On Sep.07.2008 at 12:53 AM

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Jason Robb’s comment is:

I miss the stop lights. Interesting, the other designs are quite fetching.

Awesome feedback on this brand. Thanks all for posting images and such. Sad they got rid of the full ampersand. =\

On Sep.07.2008 at 12:54 PM

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Topher Ellsworth’s comment is:

I love the new logo, and I am a logo designer by trade. It takes something I grew up with and really moves it into a contemporary place. It's great.

On Sep.10.2008 at 01:56 PM

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BARBARA ’s comment is:

Many years ago my now grown son entered a stop and shop contest , I do not remember if this was a local contest or not. He entered " STOP and SHOP for SAfety"-he won a lunch box for school as the winner of said contest. To this day I never see a" traffic light" logo for Stop and Shop with out thinking of Stop and Shop for Safety because this is what Your store has come to mean to me and my family--Safety of product .. Much better a logo than this fancy new one without revelant meaning. bhr

On Sep.14.2008 at 02:45 PM

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emma’s comment is:

At one stop and shop store, even the cart pushers have to wear aprons. That's too many layers for the cart pushers to wear.These people have to wear reflective vests over their uniforms. Also, the new color combination is silly purple and yellow. Who came up those colors in the first place. I have heard people complaining about the yellow shirts, those shirts show dirt easily. Also I have heard people saying those aprons aren't comfortable, the neck strap isn't comfortbale. They could come with something different that comfortable instead of those aprons the stop and shop workers wear working in the front end..

On Sep.17.2008 at 05:17 PM

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Anonymous’s comment is:

It looks like the NBC symbol to me. I don't like at all. Not even a little bit. They should have left both of them alone just for recognition.Stop and go = stop and shop. How about merging both of them..Super Giant Stop and Shop????

On Sep.27.2008 at 11:54 AM

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Alex’s comment is:

They just built another Stop&Shop near me while this brand transition was occuring. It has the new logo on the storefront, and it's terrible. The letters are purple and are very dim at night. The good news is that they still kept the red/green lights on either side. I'll try to post pics soon.

On Sep.28.2008 at 02:58 PM

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RoleModel’s comment is:

Alex: they put the new logo on the storefront at a store on Long Island (Shirley). I agree with what you're saying, they need to adjust the lights, otherwise it will look like they're always broken.

On Sep.29.2008 at 10:11 AM

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Mark’s comment is:

As being a customer of this store I think this was a wise decision, the new uniforms are much more brighter and colorful, the yellow and black aprons look great in person, much better than the drab green of before. The graphics are nice clean and simple, and this logo is growing on me. Overall this rebranding was a well deserved shot in the arm to rejuvenate this company. It feels like a completely different store now, and shopping there seems much more exciting and not as drab and dull as before. Well done.

It feels better because I notice these types of things lets hope the average customer notices it too.

On Oct.28.2008 at 09:37 PM

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Pat’s comment is:

I like the new logo. I liked the simplicity of the old traffic lights too but it was looking a little old. The new colors suggest fresh food and a clean and inviting store to shop at. With the booming organic food business, it's a wise decision to send out a new message like that. The bowl of fruit works as a welcome. Maybe they were trying to suggest a pineapple?

I'm late to this discussion but as a designer I have to agree with what Christina posted earlier: " Why do we designers always look to tear work apart? Would have, could have and should have - I could have done better than that. It's the first thing we always do, makes me sad for our industry."

As for the typography, it's OK. The general public doesn't give a damn though.

On Oct.31.2008 at 11:42 AM

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Adrienne St. Aubin’s comment is:

Anyone else notice an uncanny resemblance to Georgia's state logo?


On Jan.15.2009 at 03:05 AM

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Anonymous’s comment is:

I love Giants new logo so Much!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

On Jan.17.2009 at 03:37 PM

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Bradley’s comment is:

I love it!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

On Jan.17.2009 at 03:41 PM

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Anonymous’s comment is:

Here it is !

On Jan.17.2009 at 03:47 PM

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Anonymous’s comment is:

Who ever though of the color yellow for everyday wear in a grocery store needs to be slapped!

On Feb.11.2009 at 09:50 PM

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As we move into a new chapter of Brand New — and a new commenting mechanism — all posts published before June 2009 have been closed for comments.


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