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Axfood is a major Swedish grocery company, owner of national chains Hemköp and Willys. The company was formed through a merger in the year 2000 and has been using the same logo since that merger until today, when a new one was revealed, developed by Stockholm-based Kurppa Hosk.
The new look is intended to convey how Axfood is a modern and progressive corporation with a "strong, timeless and relevant" wordmark. Axfood functions as a corporate brand and is therefore scaled down and simple, as opposed to consumer-facing retail chains that are more expressive.
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Axfood
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