Monday, October 22, 2018

Stop & Shop greenlights retro logo


Stop & Shop is supermarket chain with 400 locations in northeastern United States. Earlier in October, it opened refurbished supermarket in Hartford, Connecticut, featuring a revived and redesigned version of the chain's traditional logo.

Stop & Shop used a clever and distinctive "stoplight" logo for many decades until 2008 when it was replaced by a general logo that could also be used by sister chain Giant. Evidently, the stoplight logo was still widely recognised ten years after being replaced.

Reports in the trade press are ambiguous on how the new logo will be rolled out over time. It is currently not used by Stop & Shop's social media channels.

Current logo.

The original Stop & Shop stoplight logo was designed in 1963 as one of the earliest corporate identity projects for Selame Design, set up by Joe Selame in 1960. It was subsequently redesigned multiple times, loosing the shopping cart and the yellow light.

Selame's 1963 design.

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