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New Logo and Identity for Soriana by Interbrand
 

before

after

Noted Aug. 12, 2014 by Armin

Industry / Retailers Tags /

About

“Organización Soriana is a Mexican public company and a major retailer in Mexico with more than 606 stores. Soriana is a grocery and department store retail chain headquartered in Monterrey, Nuevo León, Mexico. The company is 100% capitalized in Mexico and has been publicly traded on the Mexican stock exchange (Bolsa Mexicana de Valores), since 1987 under the symbol ‘Soriana’.” (Wikipedia)

Design by

Interbrand (Mexico)

Related links

Alto Nivel interview with Isabel Blasco, Managing Director of Interbrand (in Spanish)

Images (opinion after)
New Logo and Identity for Soriana by Interbrand
Logo detail.
New Logo and Identity for Soriana by Interbrand
Sub-brands.
New Logo and Identity for Soriana by Interbrand
Facade of a redesigned store.
New Logo and Identity for Soriana by Interbrand
New Logo and Identity for Soriana by Interbrand
New Logo and Identity for Soriana by Interbrand
A few interior applications. Lots of Bree from TypeTogether.
Opinion

The previous logo had some interesting aspects to it — the heavy flared Terminator-esque wordmark and abstract "S" monogram — but ultimately it wasn't very pleasant or friendly. The new logo aims to be extremely pleasant and friendly by adopting a heart icon with an implied "S" and an extra-friendly Bree bold oblique wordmark. The icon reminds me a little of Safeway, except this is more awkward. The heart-"S" combo is a good start but the execution feels a bit weak and unfinished. The wordmark is quite forgettable — managing to make Bree look more like Myriad bold italic. Nonetheless, the change certainly softens the image of the grocery store.

Thanks to http://www.ollervides.com for the tip.

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