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Woolworths, the largest grocery store chain in Australia has recently rebranded its 21-year-old previous logo and is preparing a rollout of the new identity across 780 stores, including the transformation of the Safeway stores (owned by the same parent company) in Victoria. So, having little to offer on the brand as I’ve never had the pleasure of setting foot in Australia, much less a Woolworths, let’s turn to some press releasing and explanations by Hulsbosch who designed the identity.
From Hulsbosch on the shape of the new icon:
— “W” for Woolworths
— The icon represents “people,” the upper body of a person with outstretched arms — food is energy is life
— The round shapes signify friendliness, humanity, approachability and openness
And from the press release:
The new identity introduces a new icon incorporating a stylised ‘W’ with the addition of an abstract leaf symbol representing fresh food. It is also reminiscent of one of the most famous of all Woolworths logos used in the 1970s and it represents a person — as in “The Fresh Food People” and the Woolworths focus on its customers.
From this video, I am guessing this is the 1970s logo they refer to in the release. I like to think that I am pretty open to interpreting logos or looking for shapes in clouds but this “person” that everybody keeps seeing in the logo seems to evade me. If I squint maybe, but I’m not convinced. And would it be wrong to call this new logo an apple? That’s the first thing I thought of when I saw the logo, but there seems to be no mention of it, and the funny thing is that an apple stands for all the same things that the brand wants to stand for. So I guess I’m just a little confused… and a little concerned for Woolworths as a certain technology company might feel their branding territory is being pee’d upon again. But I digress.
The change is very welcome, it’s an undeniable improvement over the non-logo of before, specially one that treated its tagline with more importance than the name. I like the new icon, there is something refreshing and progressive about it. I do find it a bit on the extended side, if it were a little less wide it might feel less heavy. The typography feels weak in comparison and doesn’t seem to jive with the aesthetic of the icon, it’s like two different design languages. In this case I’ll defer to our Australian readers and let them bring us up to date on the relevance of the brand and the change. From where I’m seating though, it sure beats Key Food. Many applications from Hulsbosch below.
Thank to Adam Cason and Stewart Falconer for the tip.<
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Andrei’s comment is:
Excellent work IMO. I'm pleased that they were able to pull of the gradients without coming off as cheesy. There is a very "happy and fresh" feeling to the logo, which I think suits the image that they are trying to express.
On Sep.01.2008 at 11:23 AM
Goffredo Puccetti’s comment is:
I like it. Superb implementation.
My concern is only on the not-so-capital W, which seems a little bit odd.
The apple symbol is nice. Yes, an apple is an apple is an apple.
And that one is an apple.
Peter Vidani’s comment is:
I agree with you on the type. It feels like 'woolworth' might be crushed under the weight of the apple/man.
Love the liquor signage though.
On Sep.01.2008 at 11:43 AM
Chaac’s comment is:
I have to say it reminds me to the Movistar logo from the Spanish cellphone company Telefonica.
Victoria Pavlova’s comment is:
I think they decided to avoid saying 'apple' in their presentation in order to stay under the radar of some company that might get concerned :)
On Sep.01.2008 at 11:59 AM
Anonymous’s comment is:
The old red logo looks like a pair of underwear.
The new green one looks like a telecom industry logo trying to invoke the images of the combination of leaves (I don't know why they use that) and magnetic field lines to create a juicy Fortune 500 apple.
On Sep.01.2008 at 12:01 PM
Jeffry Pilcher’s comment is:
It registers first as an apple.
Then it looks like a "W."
It never looks like a person.
It's design sales B.S.
"See the logo is like a person, because — at the heart of it — our business is all about people."
Remy Overkempe’s comment is:
Love it! (That's all I have to say, really. Just love it!)
On Sep.01.2008 at 12:19 PM
Mingshi’s comment is:
That dark grey doesn't look all that refreshing, does it...?
On Sep.01.2008 at 12:38 PM
Mondayne’s comment is:
This is crazy times! Since I left Australia EVERYTHING has been rebranded. And now, 1 month before I return the last bastion of crappy Aussie brands has been rebranded too. And I am freaking out!
Actually, I really like it. It's nice and fresh and all that, but it's gonna take me a LONG time to get used to.
On Sep.01.2008 at 01:04 PM
Michael’s comment is:
As an Australian I have to say that I find the logo unsettling, at least at first glance (I haven't noticed this being rolled out yet).
The rendering of the logo using 'web 2.0' gradients makes the apple - and we all know it's an apple - look decidedly "plastic". Which is a very different proposition to "fresh".
Some background: Woolworths / Safeway have traded so heavily on "the Fresh Food People" position that - as noted above - the tagline often dominates the brand name. They compete with Coles for the higher end of the supermarket market, and between them these two companies control something of the order of 80% of the grocery market.
Whilst Australians slavishly imitate much American "innovation", when it comes to food I suspect we're taking a slightly different path. I haven't been to North America in 13 years, but I remember then being struck by how much pre-packaged 'ready-to-eat' meals dominated supermarket shelves. And the orange cheese!
In Australia I see lots of things that suggest a different focus. Most supermarket internal refits attempt to evoke the feel of local fresh food markets. There is a growing section of the community expressing unease about GM-modified foods. McDonald's now make all of their food to order (does this now happen in the US?). Starbucks have just closed down 75% of their Australian stores, so badly did they misread the Australian market.
In short I would have expected the market research to have encouraged Woolworths to keep "fresh" ('natural and healthy', as distinct from 'new') as their main focus.
The apple peel looks like a convenience store logo to me. It simply doesn't project the right food cues for "the Fresh Food People".
An inappropriate design, with the fault lying - I'd suspect - with the brief and the approval process, rather than design company.
On Sep.01.2008 at 01:15 PM
Prescott Perez-Fox’s comment is:
The Upper Body thing is a major stretch. Even in the world of press releases, that's a bit of an eye-roll.
But I do like the mark, it's clever and easy-to-recognise. Green works for a supermarket chain, as does the notion of apples. But I find the accompanying typography to be undercooked at best. (no pun intended)
On Sep.01.2008 at 01:15 PM
Harris’s comment is:
I just noticed a person in the negative space, and it was pretty cool.
On Sep.01.2008 at 01:25 PM
Morgan Smail’s comment is:
I like this solution. From what I can tell, it feels entirely appropriate for this supermarket... and yes, fresh as well.
Regarding this alleged man the designer put in the mark... Armin, I was thinking the exact same thing when I was reading the Icon explanation.
On Sep.01.2008 at 01:50 PM
lodenmuse’s comment is:
Fat-armed, no-necked person being visited by the Holy Ghost.
Clear as day.
And now, everytime I look at the fruit logo on my computer, I see a screaming face.
Thanks, Woolworths.
On Sep.01.2008 at 01:56 PM
Paul Lloyd Johnson’s comment is:
I just noticed a comment about the dark grey not being 'refreshing'.
Personally I'm fed up of supermarkets being beige and cream and I find the dark grey very refreshing indeed.
On Sep.01.2008 at 03:26 PM
Willis’s comment is:
There's a person there, but it's not obvious because of the heavy "w"/apple reads. The curl in the w is the head, and the two arms are reaching up to grab that little leaf at the top. "Outstretched" is probably the wrong word; it looks like the top half of a guy doing a jumping jack.
Anyway, cool work. If Bush were running again, he could've used something like that. :-)
On Sep.01.2008 at 03:48 PM
Bean’s comment is:
Something like this:
Lauren F.’s comment is:
I first saw a person with embracing, intertwined arms, not upraised arms. The leaf at the top is the head looking over the right shoulder. I like this logo a lot and would say that it is without a doubt a great improvement. The old one feels like a logo for an Italian deli.
On Sep.01.2008 at 03:59 PM
Mark’s comment is:
drool.....me like. :D
It's so refreshing.
Anonymous’s comment is:
PERFECTO LOQ UNO SUELE BUSCAR
On Sep.01.2008 at 04:38 PM
koyo’s comment is:
Nice Work!
I don't like just one thing: Woolworths with red color on the main logo.
I think in black or dark grey would have work better.
Think Twice’s comment is:
did you know that there are Woolworths companies all around the world that are related/not related and share/do not share their origins?
here in south africa, Woolies (as Woolworths is called - is it the same in oz? i think someone told me that it was) is a large retailer. they have always been the innovators in the retail industry here; have well designed packaging, especially for their food products; regard themselves as model corporate citizens with many community upliftment and sustainable development projects.
check out their stuff here.
P.S. i don't work for them, i just shop there! sometimes...
On Sep.01.2008 at 05:39 PM
Blue’s comment is:
I can't stop thinking of a Virgin Mary and baby Jesus icon.
On Sep.01.2008 at 06:42 PM
Von Glitschka’s comment is:
I like this mark a lot but I don't like how parts of it fuse into other areas. I would tweaked that as shown above and saturated the color a bit more.
The "Woolworths" type is lame. And the visual weights between the mark and type aren't balanced well when stacked. Doesn't bother me when the mark appears to the side though.
On Sep.01.2008 at 07:01 PM
Dale’s comment is:
@koyo: If they took red completely out of the [corporate] logo, I think the Australian consumer's head would implode.
Woolworths = Red + Green. Period.
Or at least it used to. Seeing the new mock shopfronts - I like the lack of red :)
As an Australian, Woolworths holds a special spot in my heart and I've been loving what they've been doing over the past few years (slowly renovating all shops etc) and this logo looks like the final step in that change.
In the fruit & vegetable section (the 'fresh food' sections) it is quite a relaxed, comfortable area with down lighting & warm colours - so this logo is spot on in reflecting that.
I think the apple is a little cheesy, but as an icon driving down the street, especially on that dark grey - it will grab my attention for sure.
Looking forward to seeing this at my local store :D
On Sep.01.2008 at 07:11 PM
Anonymous’s comment is:
When I saw that the logo was supposed to represent a person, my thoughts jumped immediately to the new Atlanta Bread Co. logo, though the write-up states that it is a man with "outstretched arms," like Bean's illustration shows. Though I can't think of the man-apple as anything but the "leaf" above the "w" representing a head, with two arms cradling something... a basket filled with some, I dunno... "fresh food?"
I imagine the negative space of the middle part of the "w" (the "basket") with a picture of some produce coming in from the fields.
Man-apples aside, I love the logo overall.
On Sep.01.2008 at 08:10 PM
andrew harrison’s comment is:
I live in Victoria, where Woolworths is known as Safeway. There was mention last week or the week before in the major papers about the stores being renamed as Woolworths come 2009.
I'm glad there's a complete rebranding to go with it, and glad they gave importance to the "fresh food people" line in the logo - it should go a long way to helping consumers connect to what will essentially be a "new" chain of supermarkets.
It follows on the heels of their major competitor, Coles, being sold as part of a restructuring of their parent company, and its subsequent [minor] rebrand. I've heard that Coles have a major rebranding in the works.
The Safeway/Woolworths rebranding isn't just in their logo or identity — they have also been renovating all of their stores over the past 12 months or so to give them a more contemporary, up-market feel, with faux-parquetry floors and wide, open aisles. They have also installed new cash registers in the checkouts, as well as [in some major stores] a self-checkout system.
I'm quite fond of the renovations, particularly the interior design, which uses a nice palette of greens with red, black and grey highlights, and mainly white text. For as long as I can remember, the Safeway near my house has looked the same, so I'm assuming the last time they did any sort of renovation was at least 20 years ago.
All these changes are welcome. For a long time, Safeway always seemed to be the grungier, more boganish option of the supermarkets compared to Coles, which seemed a lot friendlier; a much nicer place to be. The rebranding, along with the renovations happening in their stores should go a long way in bringing them back up to the plate.
On Sep.01.2008 at 09:13 PM
T-Bone’s comment is:
awesome logo, weird, crap type.
here in nz (and possibly other countries) the woolies logo is this:
and there were gradients in logos before web 2.0… come on. also, this looks nothing like the movistar logo… come on.
On Sep.01.2008 at 09:44 PM
Paul Ducco’s comment is:
Cripes! That NZ Woolies logo looks straight out of the 80s.
New AUS version ... I'll be interested to see if it IS actually implemented in the way they propose.
On Sep.01.2008 at 10:26 PM
Craig’s comment is:
I quite like this new logo.
The old one was pretty stale and put the tagline ahead of the company name.
I saw the person straight away in this, but I also see the apple and the W too.
Can't wait till they roll this out. The trucks look mighty fine.
On Sep.02.2008 at 12:17 AM
Benson’s comment is:
That looks suspiciously like an Apple to me. More specifically Granny Smith...
On Sep.02.2008 at 01:03 AM
dg3’s comment is:
Looks better than the older version, but it's still rather generic.
On Sep.02.2008 at 02:28 AM
sean’s comment is:
About bloody time - better than anything else down here!!
On Sep.02.2008 at 04:37 AM
Kris’s comment is:
Looks like an apple – but keeps with the idea of being "fresh" at least.
and plus, we know that most PR info put out about a new logo is just BS anyway.
On Sep.02.2008 at 09:13 AM
jean claude vanMammal’s comment is:
i sincerely mean it when i say I LOVE YOU GUYS!!
i think it's pretty great that people care about design in our world...even something as trivial as woolworths.
im tired of working for turds that dont really care.
Thats all.
On Sep.02.2008 at 10:21 AM
Chris Rugen’s comment is:
I like it! The type is a little blah, but I think that's what they want. Nice new identity.
The liquor sign is *hilarious*. "Fresh liquor! Liquor is energy is life!"
On Sep.02.2008 at 10:22 AM
What?’s comment is:
I like it and it's definitely an improvement, but it looks like a green tomato. Not a bad thing since it's not like they sell electronics.
On Sep.02.2008 at 11:05 AM
max’s comment is:
I love it. Apples, inviting colors, what more could you want for a food store?!
Awesome.
On Sep.02.2008 at 11:47 AM
Schneish’s comment is:
WHY DOES THERE ALWAYS HAVE TO BE A PICTURE WITH THESE LOGOS??? It's so brainless!! Fair enough, the logo isn't that badly realised, but there are more sophisticated ways of creating a brand personality that communicates 'fresh food' without whacking an enormous great big apple (picture of some food) with your name. Whatever happened to a beautifully crafted word mark? Those red stripes in the old logo aren't particularly inspiring but they're recognisable from a mile away on the front of Woolies stores.
It's obvious that some focus group of housewives was asked what colour they feel best represents fresh food, and surprise, surprise they said 'green'. Then some gutless marketing manager said 'ditch all our previous brand colours, Mavis wants green and by jove we'll give her green!!!'
Look at Tesco, Waitrose and Sainsburys as excellent examples of successful supermarket brands that recognise that people don't just buy food at supermarkets.
A supermarket should communicate its brand message and personality through store design, beautiful packaging design on their own brand products, and witty advertising. I pity the agency that has to struggle to shoehorn this logo onto food packaging (both cheap and premium), and then onto a pack of batteries or underpants. They have succeeded in creating a logo that is going to be impossible to put on a premium own brand.
Of course, having worked as a designer on some Woolworths Australia packaging I have encountered the types of people that work there in the marketing and buying departments and know that though by their own admission they long to emulate the success of Tesco they insist on aiming at the lowest common denominator with their designs.
At best it looks like a garden centre chain with a limited branding budget, not the leading food retailer in Australia.
On Sep.02.2008 at 12:33 PM
Schneish’s comment is:
And don't get me started on the early-nineties 'modern' type in the tagline.
Bah.
On Sep.02.2008 at 12:46 PM
Von Glitschka’s comment is:
Does anyone know if this is the same Woolworth's that was in the states during the 70's and 80's? I use to buy baseball cards at a Woolworth's in the town I grew up in.
On Sep.02.2008 at 12:48 PM
Jeff A.’s comment is:
I like the 'W' apple mark a lot, though I agree that the 'Woolworths' typography is a bit weak in comparison. Overall though a nice update that I think will serve them well. Looking forward to my wife's reaction however as she's Australian and will have a more emotional reaction to the mark.
On Sep.02.2008 at 12:51 PM
Ginger’s comment is:
As an Australian you could say 'Woolworths' to me and it seems naked without 'The fresh food people' shortly to follow. But keep it at that, a slogan.
I agree with Schneish. What a stupid logo for a supermarket that sells everything from motor oil to sushi. They put their brand marque on everything in the store, how is it relevant to most of their products?
The type is weak, they've lost the strength of their red and the apple/man/madonna&child is pointless.
Get some balls Australia! Stop asking Kath and Kim to design your brands for you, it's insulting to the talented designers of Australia.
On Sep.02.2008 at 01:01 PM
Jeff A.’s comment is:
Von, the stores you remember were a completely different chain.
http://en.wikipedia.org/wiki/F._W._Woolworth_Company
"The similarly-named Woolworth's supermarkets in Australia and New Zealand are operated by Woolworths Limited, a separate company with no historical links to the F. W. Woolworth Company or Foot Locker, Inc."
On Sep.02.2008 at 02:08 PM
darrel’s comment is:
Doesn't Australia also have their own Target department store chain that has no relation to the 'other' Target stores?
On Sep.02.2008 at 02:50 PM
colormist’s comment is:
The logo is nice, the type is rough. I saw apple > W > person. I don't even think they need to say it looks like a person because people have to stretch to see the person. Then people all see a different person.
Here's my person, but I don't know what he's coddling. Maybe a watermelon?
Michael’s comment is:
Hulsbosch are Kath and Kim? What on earth does that mean?
On Sep.02.2008 at 06:12 PM
adam’s comment is:
i was going to add that i like the graphic with the larger type next to it but i do not like the weight of the larger graphic with the tiny type below it.
i do think the tagline font goes better than the woolworths font (see the pic of the shopping bag, and also the "liquor" signage)
and i liek the way the dark grey sets off the lighter green of the logo.
On Sep.02.2008 at 07:02 PM
Gary’s comment is:
I'm not in love with this new brand, mainly for the type, but I'm going to back Michael here, Hulsbosch are no Kath and Kim. Have some respect, and remember you weren't at the briefing.
On Sep.02.2008 at 07:35 PM
rickyaustin’s comment is:
Well done. The environmental stuff works well.
On Sep.02.2008 at 07:38 PM
Nick’s comment is:
This is genuinely thrilling to see a rebrand of woolworths. I visit Woolworths just about every day, so it's kind of like telling me my parents are changing their last name or something. I like it cautiously, while suspecting that it will date more than the old logo. I feel like both texts work, the logo type is light and fresh and the subtitle, while being probably a little too chunky up close would probably work well from a distance/on a screen (letters would seem to hold their forms better then if they were finer; compare the small logo up the top to the large logo). It looks most like an apple but shhh.
On Sep.02.2008 at 07:41 PM
andrew harrison’s comment is:
"I agree with Schneish. What a stupid logo for a supermarket that sells everything from motor oil to sushi. They put their brand marque on everything in the store, how is it relevant to most of their products?"
Oh what a load of hogwash. First and foremost a supermarket sells food and you know it. No-one thinks of Woolworths/Safeway as the place to buy motor oil. The logo ties in nicely with the "Fresh Food People" slogan, which is the image they are trying to project, not "We are a store where you can buy food AND motor oil!!"
On Sep.02.2008 at 07:56 PM
Mark’s comment is:
Schneish and Ginger with their poor arguments makes them sound like idiots, do you seriously think people think "supermarket" they think "motor oil"or "sushi" or "office supplies"? pfffft, no "supermarket" ,means primarily food. and besides Schneish what is it with you wanting them to have a wordmark? GEEZ you don't know, they could have tested a new wordmark and figured out that it wouldn't work as well, oh wait HOLD ON,the previous one WAS a wordmark. Point is, you don't know. Don't try to act like you know everything.
The logo is fine.
On Sep.02.2008 at 09:35 PM
Darrin Crescenzi’s comment is:
The icon is absolutely magnificent, thought I have to agree with Von that some of the transitions don't make sense…
Typography is forgettable.
On Sep.02.2008 at 09:41 PM
Dale Harris’s comment is:
As a Victorian I reckon it is sad to see the Safeway name go, but I really like the new mark and the Woolworths logotype, and I am loving the new colour scheme and staff uniforms at our local (recently refurbished) Safeway - it is easy to see how it will all tie in with the new identity now - so I am largely a fan. The 'Fresh food people' type however is pretty bad in my opinion. Though there is no doubt that the whole thing is a massive improvement over the old stuff. Good work I say.
On Sep.02.2008 at 09:54 PM
Mingshi’s comment is:
It doesn't look too much of a "W" to me, but rather a "ω" or omega from the Greek alphabets...
On Sep.02.2008 at 11:28 PM
West’s comment is:
I wish that all logos had to pass through Von Glitschka before being finalized. That tweak is dead on.
On Sep.03.2008 at 12:03 AM
Glenn Sakamoto’s comment is:
I like the new symbol (especially with Von's tweaks). Fresh.
But the adjoining type has got to go!
On Sep.03.2008 at 01:20 AM
Marnie’s comment is:
Sorry Hulsbosch, but I just don't see a person. I definitely see an apple though.
On Sep.03.2008 at 02:27 AM
Fabian’s comment is:
It makes a lot of sense. It's a green person with a knife, flexing his muscle, ready to rape a pillage the farmers who supply their produce. At last this is a new brand identity that is aligned accurately with the business strategy of the organization, and reflects its true values. Genius.
On Sep.03.2008 at 02:59 AM
Kate O'Brien’s comment is:
So I'm like, totally immature, but this is what I thought of immediately when I saw the new branding:
I guess that's part of a person :)
On Sep.03.2008 at 03:10 AM
zebrafactory’s comment is:
Ironically enough there was a documentary on TV on Monday night about Woolies and their main competitor Coles. Essentially it details how monopolies/duopoloies distort markets.
Excerpt: 'Australia is awash with supermarkets - more supermarkets per capita than America, nearly three times as many as Britain, and Coles and Woolworths own most of them. Together they control at least 70 per cent of the dry groceries; 60 per cent of the dairy market; and about half the fresh food. It's not just supermarkets. The two retail giants touch us when we eat, when we drink and when we drive. They've got close to half the retail liquor market; more than 1100 petrol stations, hardware, variety stores, pubs and pokies.'
Just as a comparison, the same programme mentioned that Wal-Mart 'only' has a 15% market share in the US.
Whilst an update is welcomed, I personally find the uppercase 'W' a bit undercooked and the kerning too tight. This especially so between the 'l' and the 'w' in 'worths'.
On Sep.03.2008 at 03:34 AM
illusio’s comment is:
I see an apple ... or dead people.
It's pretty obvious Hulsbosch has been reading Emotional Branding (Marc Gobé) way too much. "Food is energy is life." Come on, that's so cheesy!
Recycling a piece of the mark on the "Liquor Woolworths" signage allows flexibility with the brand. It would be nice to see an update on that x-mas color palette.
On Sep.03.2008 at 04:13 AM
Paul C’s comment is:
I kind of like the old type better....but when i see this implemented on the outside of stores in those images...I fall in love a little bit.
How nice. A nice rebranding.
On Sep.03.2008 at 04:28 AM
Tomasz Ronda’s comment is:
Well, I like it a lot. I can see a person in this logo, but it might be suggested by post title. I think its fresh and do the job. They definitively could do a lot worse rebranding :)
On Sep.03.2008 at 07:35 AM
Daniel Campos’s comment is:
"Viva La Web 2.0"!!hahaha
On Sep.03.2008 at 07:47 AM
Nick Irwin’s comment is:
not too bad but it looks more like a green apple peal than a person...that is a little of a stretch...like the "humanistic" sans serif type selection
On Sep.03.2008 at 12:03 PM
Schneish’s comment is:
@Mark
Okay, I’m out of rant mode now, I’d just like to clarify. Woolworths is the most successful grocery chain in Australia with many years’ heritage behind it. The name is very well known and the brand is not languishing as it is. Why then would you introduce a new element to the brand language? It's radical change just for the sake of it.
And as far as testing goes, that goes to the core of my problem with lots of design at the moment. Consumer testing has its place, but it can too often be abused by lazy or fearful marketing managers with no idea about good design, so if a design fails they have somewhere to point a finger. If you showed this logo:
to a test group of housewives they would all say the same thing... 'boring'. But it is a very successful supermarket brand in the UK. In fact show the logotype of most supermarkets to the same group and you'd get a similar response. Show them one with a big apple on it and they go, "Oh! Food. Yum. Fresh!" Of course they do. But show the Waitrose logo to people who are familiar with the brand and they'd say the same thing. This Woolworths logo is trying way too hard to communicate everything instantly, when a word mark (with time) combined with a coherent brand message and quality products can go way deeper.
I might be being old fashioned but isn’t up to designers to tell consumers what they want, not the other way round?
In my opinion a supermarket's logo should be beautifully crafted yet neutral enough to allow for it to be applied to a range of products/services.
And regardless of all that the logo looks like it was put together in 98. And yes, I'm not familiar with the brief, but if that's the result it was probably a bad brief.
On Sep.03.2008 at 12:16 PM
Kelly Hobkirk’s comment is:
I mostly love this design, though it won't work well in b/w. Glitschka’s color critique is spot-on. I don't get the bright red type.
I couldn't see a person until I stared at it for a long while, but once I saw it, I couldn't help but see it. That said, the apple is so overpowering that I doubt a person is what most people will see.
Overall, nice design, contemporary.
On Sep.03.2008 at 12:46 PM
Kelly Hobkirk’s comment is:
Oh, and if it was orange, it would be a jack o' lantern.
On Sep.03.2008 at 12:47 PM
Kenca’s comment is:
If you look at the Hulsbosch portfolio, they mostly miss rather than hit. It's the type of work marketers produce, not designers, this means generic, easily understood and rarely surprising or progressive.
That being said, this is a strong symbol, well done.
On Sep.03.2008 at 04:39 PM
Mark’s comment is:
@Schneish
I understand your position better now,since you're not in rant mode. You give a good example as well, which is very simple and clear. They could have gone for an excellent wordmark, but I guess they opted out to symbolize more of a change to the consumers mind rather than the the graphic designer's mind. On that note it's a pretty good compromise, the symbol is solid in it's design. However, with a better type face (is it me or does it look way too thin?)I'm going to have to agree that they could have gotten a great wordmark, but I guess they wanted a nice symbol for the signs, trucks, bags etc.
Oh well, it's expected.
On Sep.03.2008 at 04:52 PM
Marnie B’s comment is:
Ha! I just posted about this myself. There's something about the logo that's REALLY bothering me. Whilst I'm not keen on the 'w' too much, I think it's the typeface that's not working.
On Sep.03.2008 at 07:23 PM
Dylan Mullins’s comment is:
"The "Woolworths" type is lame."
Von is always on-point.
On Sep.03.2008 at 07:24 PM
evad’s comment is:
Just to let you know that currently, at most stores, at least in WA, the tag line doesn't actually appear in the store logo:
Also, this probably was to be expected after the recent rebranding of Big W. Who will be next?
bora nikolic ’s comment is:
I generally agree with the tone of the overall rebrand. The mark is superb aswell - I'm a little jarred by some of the comments which state that the logo has that cliché web 2.0 look. it seems that anytime an artist decides to use a gradient, someone pulls out the 'web 2.0' card and is more than eager to point a finger.
I see both an apple and a person with extended arms embracing an element on a perspective plane. However, unlike other commenters, I see a person which is facing away from the viewer. I wish I could illustrate it, but I'm commenting via my iPhone.
On Sep.04.2008 at 08:40 PM
Anonymous’s comment is:
Just Awesome!
What more can I say as a design company creating logo's for small to medium business on a day to day basis than ...
BOOBS!
Fresh Juicy Bouncing Voluptuous Boobs!
Now I feel like a McDonalds Commercial
"I'm Lovin' It!
Great Article
Thanks from Darren
www.iDStyle.com
Link
Ivan’s comment is:
@Kate - it's part of YOUR nature, since noone but you sees asses and turds :)
On Sep.06.2008 at 03:43 AM
stewart’s comment is:
The more I look at this the more I like it. The new re designed stores are very nice to walk around in, so it makes sense to re-do the logo. Especially since when put side to side with the new logo, the old one looks truly ancient.
On Sep.11.2008 at 06:23 AM
Harry Redknapp’s comment is:
For Woolies to continue to pull the 'fresh food' line over Australians is nieve and arrogant. They make copious amounts of money and profits due to the lack of competition, and as someone said earlier, "rape and pillage farmers that supply to them". They are a true 'corporation' in every sense of the word and see this as another way to increase profits, not cater for the Australian public.
Appropriate that an apple is used for the mark, the 'fresh food people' are believed to store produce for up to 12 months.
On Sep.11.2008 at 06:56 AM
Char’s comment is:
Oh, how much I hate comments that dont bring anything to the table of discussion but silly and childish comparisons.
Anyhow... GREAT LOGO!
I agree with most people about the "embracing" feel that it suggests. It feels like you're going to go to a market with friendly employees. That's the word, it's friendly.
Flick’s comment is:
I actually work for this company and I have to say this is such a VAST improvement over the woolworths/safeway logomark. As I am victorian and a graphic design student I can see how this will definitely improve the image of the company however, in saying this if any of you who are Australian have seen the updated stores I would like to know you're thoughts on the new grey dark colour schemes they have chosen to outfit the building with. My personal opinion, dingy and depressing definitely not what I would consider happy and uplifting which I thought was the goal of the company.
I also agree with what others have said about the type, it's a nice choose of typeface but along with the iconic apple w type person thing it does feel a little lost. But I spose the point is to remember the icon and what it stands for not the type...debatable though.
On Sep.13.2008 at 12:20 AM
Mr Posen’s comment is:
Yes the logotype is too light and so is mismatched with the heavier symbol.
"The italic fresh food people" tagline introduces another font style again, which apart from being a sans serif, has no stylistic relationship the the main logotype.
I also feel the gun metal grey is just horrible, it should have been a warm grey or chocolate brown.
Overall good, but not great.
On Sep.21.2008 at 03:14 PM
Davekos’s comment is:
wow this is awesome. great idea
On Sep.22.2008 at 07:01 AM
Fabian Marchinko’s comment is:
As I live in Perth/Western Australia I’m looking forward to when this rebranding rolls out across Australia as the old one is/was tied and dated.
The apple imagery is refreshing and inviting giving of the right vib, not totally convinced on the dark grey background but as Dale mentioned driving passed it’s a attention getter.
On Oct.04.2008 at 12:14 AM
Wooley’s comment is:
Am I the only one who sees a curl of sheep's wool?
On Oct.06.2008 at 01:50 PM
Ansuz’s comment is:
Like this?
Stephen ’s comment is:
Woolworths and Hulsbosch are yet to rollout this logo as the design doesn't work for all applications and media. It's been over two months since the launch and no aspect of this new logo has been seen in any of their stores. See my blog for more details.
On Nov.24.2008 at 06:40 PM
Menk’s comment is:
I don't like the typeface, and the red and green looks cheap and christmas-y. Looks almost like worms against white.
But seeing the blob against the gray, with white type, i really like it. Looks fresh and friendly, really pops.
On Dec.11.2008 at 12:44 AM
Mubd’s comment is:
I agree with the new logo and style, but keep the stripe and the present font for "woolworths". The stripe can be utilized in SO many ways that woolworths haven't thought about.
On Dec.25.2008 at 08:01 AM
Mubd’s comment is:
Oh, also, the third picture is MY SHOPPING CENTRE. The only thing is the building is 40 years old and the outdoor signage STILL has the 1970's logo's outline visible.
On Dec.25.2008 at 08:03 AM
PauLL’s comment is:
I actually don't mind the new logo. Although i'm more of a fan of the style that has the Woolworths in RED, not in white on a grey background.
I also think they should have kept a bit more of the old logo, possible by making the apple/w look like the red lines that went either side of the woolworths logo. Or they should shorten those and keep them somewhere else
I will miss this logo though
pu’s comment is:
i hate it. Woolworths has and always will be the cheaper grocer in australia. Why they would go for such a slick typeface and stylized logo is beyond me and totally misses their target market.
I never shop at woolworths if there is a coles near by.
and ya, it's an apple not a person.
On Jan.05.2009 at 12:50 AM
soorox’s comment is:
I will miss Safeway! When i went to QLD i always call it Safeway and my relatives would go "what are you talking about?, it's woolworths". LOL
btw: Chadstone & Sunshine now have Woolworths!
i really like the new logo and the new paint job on the new stores, it gives the name more class. Like David Jones Groceries Shop (city stores only).
Coles also had a new logo replacing the circle thingy with a tick, but what happened to the tick? now there is only the name by itself!
Josh’s comment is:
Ok, I think it looks really good. Im in Australia and although they haven't really 'rolled it out' it is becoming more seen. it's new, modern and fits in well.
Example, the old stores remain with the old logo for now. There are signs through the stores saying "Australia's new logo for fresh food" with the new Apple Man logo.
Also, name badges have the new Apple Man logo on them. I hear that new uniforms are coming in soon with the logo.
And almost certainly in the near future, receipts will be carrying the new logo on them.
As far as I know, only 2 stores are properly branded with the new logo and design.
Woolworths Limited is undergoing a huge corporate rebranding. This is shown in the BIG W rebrand, the Saeway rebreand and the Dick Smith Electronics rebrand.
All about the new logo.
The designer talks about the new logo.
Walt’s comment is:
Shades of 'Walt' in the Disney signature much?
I keep fighting the urge to demand for my free Mouseketeer hat with every purchase over thirty dollars I spend.
To colormist on Sept 2 @ 4.44pm: High five on seeing that same image too! Though I imagined the person was cuddling a really large egg.
On Feb.04.2009 at 06:49 AM
adzski’s comment is:
interestingly the name "Woolworths" is disappearing from some executions (such as customer receipts), with the brand being represented only by the person/apple/thing followed by the words "the fresh food people".
On May.03.2009 at 06:01 PM
Comments in Brand New, V1.0 have been closed.
