Opinions on corporate and brand identity work.

A division of UnderConsideration.

Share ›

This is a very old entry — images are small, formatting is off.


Stop & Shop for a New Logo

Reviewed Aug. 26, 2008 by Christian Palino

Industry / Retailers Tags /

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.



Share ›

Spotted Around the web

New Logo for Wipro

New Logo for Wipro
Spotted Jun. 23, 2017

Pinned Recent, Big Stories

New Logo for NASCAR

New Logo for NASCAR
Posted Jan. 4, 2017

Curated Notable Italics



Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. More…

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Austin, TX.

Many Thanks to our Advertisers

When choosing between competing products and services, please consider our advertisers, who help support Brand New.


Brand New uses Mercury Text ScreenSmart and Operator ScreenSmart from Hoefler & Co.

Webfonts by Hoefler & Co.

Join our Mailing List