aldi
logo design
academic work
2024
Aldi is an internationally recognised and established supermarket that is known to be a budget friendly choice on the market. The brand refresh focuses on the customer experience and the tagline "Good Different" by updating the logo and colour palette to be quirky and friendly.
The aim is to differentiate Aldi from their competitors and communicate that Aldi is an updated, fresh option for daily groceries, while emphasising their personality and match the identity with the customer experience.
A simpler logo make the brand appear updated and fresh. The brand personality can be communicated through both simple shapes in themselves and in combination with colour. Soft and round shapes are often friendly, quirky and approachable. This is an important characteristic to consider in shaping the logo to emphasise the brand personality.
With the brand refresh Aldi is differentiating themselves by creating a quirky logo that radiates their friendliness with a soft colour palette and round shapes. The new identity features movement and a light tone of voice to empathise with the customer and invite them to a swift and fun shopping experience.
Due to the drastic reduction of elements in the refreshed identity it feels simplified and fit within the scope of being both quirky and clean. The lively, soft and round shapes in combination with the renewed, softer colour palette gives Aldi a much more approachable identity.
