Monday, September 16, 2019

Logo round-up: July 2019


A smaller, but nice crop of new logos from July, including the French football league, several non-profit foundations and Russian telco MTS.

Friday, September 13, 2019

From 1999: Discovery Health by Pittard Sullivan

In our series on forgotten rebrands, we take a look at the relaunch of the fledgling cable network Discovery Health in 1999.

Discovery Health had first launched as a digital channel in 1998, but Discovery felt the concept had greater potential as a basic analogue network. With a serious increase in distribution and hundreds of millions spent on programming, they retooled and relaunched the network completely in August 1999.

It may have been an analogue TV network, but this was 1999 so it needed to have a serious Internet connection. Major investment was put into the website which presented a reported 2.5 million pages. As a result, the overall look of the network is very "connected" and informative.

The agency in charge at the time was Pittard Sullivan, the leading broadcast design agency of the '90s. The work at Pittard Sullivan was led by Curt Doty, a veteran of broadcast design.

Friday, September 6, 2019

Red Bee creates geometric look for TV5 Finland


TV5 is the flagship entertainment channel of Discovery Networks Finland, launched in 2008 and then going on to become reasonably popular. Last month, on August 1, it launched a completely new logo and graphics package, created by Red Bee Creative.

Up until now, the Finnish TV5 has used the logo and graphics of its Swedish equivalent, Kanal 5, which is owned by the same company. The new logo keeps the successful 5-in-a-circle theme, but gets a new numeral.

The new '5' is composed of a circle and two rectangles, with minimal adjustment. The geometric theme echoes throughout the design, with graphics featuring squares and rectangles.

Tuesday, September 3, 2019

Delirious rebrand for Canal J

Founded in 1985, Canal J is not only the oldest kids TV channel in France but also one of the older non-terrestrial TV channels overall. On August 23, it introduced new graphics and a refreshed logo, created by motion branding agency Motionfanclub. That agency was also behind the previous logo, introduced in 2015 and covered here at the time.

According to Motionfanclub, the new graphic package builds on "dynamic youth" for kids approaching adolescence. "Sport, digital delirium and complicity is on the programme", according to my French translation.

Monday, September 2, 2019

A subtler S for Sony TV channels


Sony Pictures Television is the broadcasting arm of Sony Pictures, owning a variety of channels in Asia, the Americas and Europe. Some are operated under names like AXN and Animax, others use the Sony brand. At the moment, new branding is being rolled out for the Sony channels in Latin America and the United Kingdom.

One thing that makes these new logos interesting, is the pedigree of the one they replace. Sony's first major venture into international television was the launch of Sony Entertainment Television in 1995. For this, they contracted Chermayeff & Geismar to come up with symbol. C&G's solution featured an S partly visible through a box. In the following couple of decades, this symbol has been through a large amount of variations and treatments, being used for an eclectic mix of entertainment channels in India and other parts of Asia as well as Latin America, the United Kingdom and other areas.

The new logos are app-style squares with rounded corners, featuring a curve as a subtle reminder of the old S. They were first revealed in January 2018 for the streaming service Crackle, which Sony ironically sold earlier this year.

The new logos were announced for the UK channels on July 24 as part of a major relaunch that will see Sony reconfigure their offering into three movie channels (Sony Movies, Sony Movies Action, Sony Movies Classic) and one entertainment channel (Sony Channel). A couple week later, on August 12, Sony Channel in Latin America adopted the same logo, although that appears to be a straight rebrand. The UK launch is scheduled for September 10.

Thursday, August 22, 2019

Crème Bonjour fresh cheese gets refreshed


Crème Bonjour is a brand of fresh cheese in Sweden and Finland owned by Upfield (formerly Unilever). Recently, probably in Spring 2019, it launched new look with a refreshed logo.

As is the trend, the logo and packaging has become a lot cleaner, with better matching letterforms and less clutter. The new look has been in use at least since April 2019, possibly longer. No design credit at the moment.

Wednesday, August 14, 2019

Logo round-up: June 2019


June was somewhat busy this year when it came to rebrands, introducing refreshed identities for both the Spanish and Croatian posts, the Firefox web browser, a less juicy Jamba and numerous others around the world.

Monday, August 5, 2019

Brazil's Telecine channels get new logo


Telecine is a suite of movie channels in Brazil, offering the latest blockbusters some months after cinemas. In late July, Telecine launched a new logo.

Telecine's previous identity was a bit fractured with the main logo identifying the package as a whole with logos for the individual channels in a completely unrelated style. The old main logo was a classic designed by Gédéon and had been in use since the '90s. The channel logos were introduced in 2010 and refreshed later on.

The new brand is part of strategy to make Telecine more technology-driven. The graphics make great use of a set of vivid colours.

Monday, July 22, 2019

Azercell drops Telia branding


Azercell is one of the leading mobile operators in Azerbaijan. About a month ago, on June 21, they unveiled a new brand identity.

Azercell used to be owned by Swedish-Finnish telco TeliaSonera and adopted the common Telia symbol in 2011, along with the entire group. After numerous scandals appeared around the acquisition of the mobile licenses in Telia's emerging markets, they decided to exit the South Caucasus region and sold Azercell in 2018. The new logo drops the Telia symbol to mark that Azercell enters a new chapter as an independent company.

Monday, July 15, 2019

WarnerMedia unveils new HBO Max service


In the ongoing "streaming wars", WarnerMedia (previously Time Warner), unveiled their big offering last week. It will be called "HBO Max". HBO already has a reasonably successful streaming service in HBO Go/HBO Now, but this throws everything else that Warner owns in, as well as original programming, to create a broad service that can rival Netflix.

Warner and HBO also own Cinemax, which probably helps with trademarking the name. They also already owned the URL www.hbomax.com, which used to be the press room for HBO and Cinemax.

The logo and what little other applications there at the moment use a blue-purple-red gradient. The actual letterforms have some potential for versatile animations.

Friday, July 12, 2019

Roger reframes the world for Discovery Channel


Back in April, Discovery Channel somewhat quietly rolled out a completely new logo after a decade of tweaking the one they introduced in 2008. The new logo and graphics package were developed by broadcast design agency Roger, who recently presented their case study on the Discovery project.

Discovery wanted to keep D-globe concept that had become quite established, but allowed an otherwise redesigned logo. Roger found that the continents in the globe provided enough whitespace to substitute the lack of 'stem' in the new D. For the graphics, they came up with the "D-frame, a rectangle with on curved corner that is used to hold imagery and information.

Monday, July 8, 2019

L3Harris unite in the Nexus


Harris Corporation and L3 Technologies, two American technology companies mostly active in surveillance and government contracting, merged recently to form L3Harris. Their new common symbol launched on July 1.

The new symbol is known as the "Nexus" and also exists in three-dimensional form outside the combined corporate headquarters in Melbourne, Florida. It symbolises L3Harris' "innovative spirit, conveying the technology connectivity, networked intelligence and mission solutions we bring to our customers".

Monday, July 1, 2019

From the 80s: Brazilian shoe store Arezzo


Here's a somewhat random vintage project: A complete design programme for Brazilian women's shoe brand Arezzo. Arezzo was founded in 1972 and probably received this redesign some time in the '80s (possibly the '70s). The agency behind was P & B Comunicação e Promoção, an agency based in Belo Horizonte, Minas Gerais.

The design programme was very fashionable in the '80s, with deconstructed lettering and pastel colours. The double-Z in the logo stands out as a neat and unusual solution.

Wednesday, June 26, 2019

Contemporarily traditional Stockholm/Åre 2026 bid logo by Happy F&B


A few days ago, the International Olympic Committee chose Milano/Cortina to host the 2026 Winter Olympic Games. However, if the applicant was to have been chosen solely based on the quality of the logo, the games would have gone to their only competitor, Stockholm/Åre in Sweden.

The Stockholm/Åre logo and identity was developed by Happy F&B. They created a treatment of the year 2026 inspired by traditional Swedish ornamental painting (kurbits). The aim was to "position Sweden as a forward-thinking country of longstanding traditions".

Not too long ago, the competition to host an Olympic Games used to be tough, with lots attention being given to the candidature logo. In the case of the Stockholm/Åre logo, it appears to have been rolled out slowly and quietly. I appeared on social media mid-January and had possibly been used elsewhere before that, but apparently didn't get a formal announcement.

Tuesday, June 18, 2019

Logo round-up: May 2019


May brought several rebrands, of which the new Sears and BT were probably the most talked about. There's apparently also some sort of trademark agreement expiring for the Warner Music Group, because both their music label Warner Records and their publishing arm Warner Chappell dropped the classic WB shield.

Monday, June 17, 2019

W creates moving traingle for insurer MAIF


Mutuelle d'assurance des instituteurs de France, generally known by the acronym MAIF, is an insurance company in France. On June 3, the company revealed a new visual identity, developed by the agency W.

The previous logo was developed by Carré Noir in the mid-90s. The 2019 redesign keeps the red triangle, but makes it more irregular and dynamic. According to W, this was done to make a mark that was "in motion", connecting to the movement roots of MAIF.

Friday, June 14, 2019

Seenk creates empowering identity for QuiToque


QuiToque is a French service that delivers pre-packages groceries to people's homes, with suggested recipes. It was recently purchased by grocery giant Carrefour. In mid-May, the company launched a new visual identity, developed by Seenk.

QuiToque adopted its previous name in February 2016 (covered here at the time). The new joyful and simple identity portrays how QuiToque makes preparing food more fun and varied. Seenk also wanted to convey a message of empowerment, "The power to eat well". The bare-bones logo features the letter 'I' being replaced by varioud types of produce (typically a carrot).

Thursday, June 13, 2019

Four Canadian TV channels rebranded under the CTV banner


Niche TV channel brands have slowly been dying off in the last couple of years as many TV channels are either shut down or rebranded using a parent company name. Earlier this year, we noted that TV4 Sweden had given its smaller channel generic logos. Last week, on June 5 at the Bell Media upfronts the demise of four major Canadian cable TV channel brands was announced.

The Comedy Network, sci-fi channel Space, drama channel Bravo and lifestyle channel Gusto will all be rebranded as CTV channels on September 12. Their new generic names will be CTV Comedy Channel, CTV Sci-Fi Channel, CTV Drama Channel and CTV Life Channel. New logos, all based on the same template, came with the announcement.

Gusto was introduced in 2016 (replacing music channel M3). The other have been a big part of Canadian cable TV for several decades, all launching around 1995-1997. Their previous logos have all been covered here.

Monday, June 10, 2019

Logo sleuthing: Architectural symbol by Chermayeff & Geismar


Rich Baird, who runs LogoArchive and BP&O, recently sent out a tweet calling for confirmation on a mysterious symbol apparently designed by Chermayeff & Geismar for the American Institute of Architects (AIA). He found the logo in an old logo compilation book and there are a few instances where logos have been wrongly attributed in these books. This prodded me to do a bit of logo sleuthing.

There have been multiple retrospective books published about Chermayeff & Geismar, which means their work feels quite well preserved for the future. But to my knowledge this possible AIA logo hasn't been included in these books. Its not in the rare spiral bound portfolio they published in 1979, not in the more common TM book from 2000 nor in Identify from 2011.

The oldest record I have of this logo being created is from a special issue of the Japanese design magazine Idea, published in May 1971. The issue highlighted prominent American identity designers and included a profile on Chermayeff & Geismar as well as an extensive look at their portfolio. Besides that, the symbol doesn't appear in any of the contemporary magazine profiles on C&G I have been able to access.

Sunday, June 2, 2019

Logo round-up: April 2019


At long last, here's the logo round-up for April 2019. Ikea made a barely noticeable change to their logo that many wanted to point out. There were also more substantial changes for brands like Discovery Channel, Staples, Zillow, Axel Springer and BBVA.

Monday, May 27, 2019

Mer gets more straight


Mer is a classic soft drink in Sweden, nowadays owned by The Coca-Cola Company but still largely a local brand. In April, it launched an ad campaign featuring new packaging and a refreshed logo.

In the last couple of decades, Mer has been using a logo at a "dynamic" arch, as seen in the previous design from 2015 (designed by Elmwood and covered here at the time). This redesign straightens that up to a form more reminiscent of the brand's older design from the '60s.

Mer means "more" and the redesigned was launched with an ad campaign based on the slogan "Dare to be More", focusing on individuality.

Monday, May 13, 2019

Sparkling Ice gets natural redesign


Sparkling Ice is an American brand of "sparkling water", carbonated water with fruit flavours. Recently, the brand launched a refreshed look.

The brand was launched in 1992 with award-winning package and identity design from Hornall Anderson Design Works. This was an early project from Hornall Anderson that helped establish a reputation of innovation for the Seattle-based firm.

The latest rebrand sheds to Sparkling Ice logo that had been in use since the beginning.

The new look was officially announced through a press release in January, but had been slowly rolled out at least since April 2018. No credit for the new design.

Monday, May 6, 2019

From 2016: Uppdrag Granskning by Dallas


Not quite new, not quite old, but I've taken it upon myself to highlight some noteworthy projects that haven't really gotten much attention elsewhere. This one is a redesign of Uppdrag Granskning, the main investigative current affairs programme from Sveriges Television, the Swedish public broadcaster. It was given a new look back in 2016, created by Dallas Motion Agency.

Thursday, May 2, 2019

Insinööriliitto refreshes a classic


The Union of Professional Engineers in Finland, or Insinööriliitto in Finnish, is the professional association for engineers in Finland. It was founded in 1919 and thus celebrates its 100th anniversary this year. Recently, probably in January, the association revealed a refreshed logo.

The new logo appears to have been introduced without much fanfare, with the Facebook page being updated on January 24. No credit or rationale.

This logo is mostly notable because its predecessor was fairly old and classic. It was designed by Olof Eriksson and was included in some of the popular compilations of logos that were published around the early '70s. They date it to 1962.

Monday, April 29, 2019

Logo round-up: March 2019


A late, but substantial logo round-up for March 2019. This one includes over 60 new projects from around the world. This includes new logos for the Irish postal service, food conglomerate Mars, the Norwegian railways, ad agency DDB and many others.

Saturday, April 27, 2019

Strong and simple design for ORF1


ORF1 is one on the main channels from Austrian broadcaster ORF. Yesterday (April 26), it launched a new logo and visual system. It was designed by Norwegian design agency Bleed and local agency Partlhewson. Bleed has previous experience designing for their national broadcaster NRK.

ORF1 differs from ORF2 in that it skews a bit younger and it somewhat more entertainment-oriented. The new look is heavily built around the simple new logo, created out of four stacked squares. The logo swipes in and out on screen, as does most of the flat graphics, all to great effect. The varied programming genres are defined by different colours. A custom typeface, called Eins Sans, was also created.

Tuesday, April 23, 2019

Transparent refresh for Aqua d'Or


Aqua d'Or is a leading brand of mineral water in Denmark, now owned by Danone. Back in 2016 the brand was redesigned by Kontrapunkt. Back in February 2018, the brand was redesigned once again, also by Kontrapunkt. Kontrapunkt has since moved Aqua d'Or and its other packaging clients to a sub-agency called Everland, which has continued developing the brand as the product line expanded.

The 2016 redesign cleaned up Aqua d'Or, making it more attractive with a new bottle. The new logo keeps the clean blue circle as its label, but introduced new typography where the ascender of the lowercase Q has cleverly been used as the apostrophe in "d'Or".

Tuesday, April 2, 2019

From 1999: Court TV by Lee Hunt Associates


Founded in 1991 to air non-stop courtroom proceedings, Court TV rose to prominence in the sleazier period of the '90s where numerous trials dominated American news. It would then spend a decade trying to get away from that reputation to feature more documentary-style programming, before finally changing its name to truTV.

One of the first attempt to broaden the network's remit was the 1999 rebrand by Lee Hunt Associates that saw the introduction of the thumbprint logo. The project was headed by creative director Bob English and designer Kylie Matulick.

In addition to the thumbprint logo, the team also created a series of idents based on still photography, with knives, guns and other crime scene objects for the night-time programming and scales and law books for the courtroom proceedings during the day.

Monday, April 1, 2019

TV4 brings niche channels in line


Sweden's largest commercial TV channel TV4 streamlined its offerings last year, standardising the logos of its main channels. (Read more about it here.) This streamlining was recently applied to TV4's niche channels for documentaries, films and classic TV, namely TV4 Fakta, TV4 Film and TV4 Guld.

These three channels used to have their own identities, with differently shaped logos. Now, they all use the main TV4 logo with simple descriptive text. TV4 has scaled back its investment in niche channels and closed down some underperforming ones recently, and this logo change helps reinforce that strategy.

Friday, March 29, 2019

Logo round-up: February 2019


The last weekday of March - here's the logo round-up for February! This includes a huge selection of more than 50 projects from around the world. This included another rebrand for the Accor hotel chain, an interesting solution for Channel 4 UK's on-demand service, a new logo for QVC, and many more.

Wednesday, March 27, 2019

Bright and simple look for Radio Norge


Radio Norge is one of Norway's two national commercial radio networks. (The other one is P4, whose rebrand we covered here back in 2014.) In February, the Radio Norge rolled out a new logo.

The old logo is a slightly simplified version of the logo used when the network adopted its current name in 2008. It featured a weird shape inspired by traditional Norwegian folk art. The new version goes in a decidedly "cheaper" utilitarian direction with the name in bright red on an angle. It is saved by the execution of related visual elements with clean backgrounds in fresh colours.

Thursday, March 21, 2019

Academic Work by Identity Works



Academic Work is a Swedish staffing firm, focused on recruiting young professionals. Bakc in November, it launched a new visual identity, developed by Stockholm-based Identity Works.

Academic Work has grown since significantly its foundation, starting and acquiring new staffing companies. This necessitated a new identity that could united several companies. Identity Works created a new AW monogram made up of lines that grow in number, "representing the ambition with people working at Academic Work". They also clarified the green colour and developed icons and striped background patterns.

Wednesday, March 20, 2019

Nextdoor gets its Wojo on


Wojo is French service operated by Bouygues Immobilier and Accor that provides flexible shared office space. It was known as Nextdoor until last week, when it launched a new name and identity, created by the agency W.

The new name is a combination of the English words "work" and "mojo". The rebrand aims to position as "the European reference in shared workspaces".

Tuesday, March 19, 2019

Laundry creates clean new brand for Turner Ignite Studios


Turner Ignite Studios is a new in-house studio from Turner Ignite, the branded content arm of Turner Broadcasting (CNN, TBS, TNT, Adult Swim, truTV etcetera). Back in February it launched its brand identity, created by design and animation company Laundry.

Monday, March 18, 2019

From 2006: Discovery Times by Trollbäck + Company


Discovery Times was a joint-venture between Discovery Communications and The New York Times Company. Launched in 2003, it tried to bring the straightforward storytelling of The Times to cable TV. The channel managed to become a platform for high-quality documentaries, but the newspaper didn't feel it made sense for them financially and chose to exit the venture in April 2006.

Also in 2006, the channel launched a fresh new look, created by Trollbäck + Company. The agency went for a very simple typographic look with "stripped-down graphics system", reflecting The Times' "straightforward approach to news storytelling".

Discovery didn't manage to run a high-brow documentary channel on their own, so in 2008 they replaced it with the true crime channel Investigation Discovery, which went on to become one of the company's most lucrative global brands.

Tuesday, March 5, 2019

Promax drops BDA, with Loyalkaspar


PromaxBDA is a marketing association for agencies that work in broadcast promotion and design. Its members are frequently featured here on this blog, although their own news service The Daily Brief is more focused on TV and motion branding.

Last month, on February 12, the association dropped BDA from its name. "BDA" stands for Broadcast Designers Association and has been with the organisation since the 1997 merger of Promax and BDA. Dropping BDA probably makes sense as the industry adapts to a world where TV consumption is primarily on-demand. The new branding was developed by Loyalkaspar, one of Promax' members. The sonic branding was done by Man Made Music and typeface design by Type Network.

Visually, Loyalkaspar sought the created a clear and simple identity. Promax' communication is built around the slogan "We love what you do!", expressing appreciation for its members.

Thursday, February 28, 2019

Cheap and colourful look for Ica Basic

Ica Basic is Swedish grocery retailer Ica's own brand for discount products. It was introduced in 2018 and covered here at the time.

Last autumn (in November or earlier) the brand got an all-new look, created by the design agency Silver. The packaging is still quite basic, but the new system brings in a variety of bright colours that dominate the packaging.

Tuesday, February 26, 2019

Logo round-up: January 2019


A late-but-big logo round-up for January, featuring a multitude of big rebrands. The new logos for Slack and Zara probably gained the most attention. There were also some lateral refreshes for big brands like Wells Fargo, Dish, Univision and Aer Lingus.

Wednesday, February 6, 2019

Carré Noir tweaks design for food brand Fleury Michon


Fleury Michon is a French brand for a variety of refrigerated food products, such as sliced meats an ready-made meals. Around October last autumn, it launched a fresh new look, created by French agency Carré Noir.

Carré Noir were also behind the previous redesign for brand which was introduced as late as 2015. This suggests their previous design was an evolutionary step to renew the brand without loosing familiarity. The new look wants bring in more emotion with packages redesigned to be transparent and less industrial.

Tuesday, February 5, 2019

Refreshed Quaker Oats logo


Back in early 2012, there were numerous reports about the Quaker Oats man slimming down and getting a new look. Well, last autumn he got a refresh once again, but there wasn't really any reporting on it. The redrawn Quaker man is barely distinguishable from his predecessor, but has slightly fluffier hair and the wind has caught his handkerchief.

He has also been freed from the previous pennant and now appears in front of an oat field on packaging. The wordmark has been redrawn and now appears arched. This is all part of an effort to position Quaker as a brand for healthy products.

Monday, February 4, 2019

Sat.1 Gold launches new look with gold lining


Sat.1 Gold is a TV channel from the major German broadcaster ProSiebenSat.1, showing classic TV series for a primarily female audience. On January 17, the channel launched a new look with a refreshed logo, created by the in-house agency ProSiebenSat.1 Creative Solutions in collaboration with Lama Design and Wielandt GmbH. They also introduced a new slogan "Watch with Your Heart" (Mit dem Herzen sehen) reflecting the melodramatic nature of some of the programmes.

We covered the launch of Sat.1 Gold here six years ago. The refreshed logo is a more competently executed version of its predecessor with more pronounced rounded letters. The graphics package expands the range of colours used, but also manages to look luxurious with the gold colour used as a "lining" that doesn't dominate the screen.

Friday, February 1, 2019

From 1999: Intel Play by Sapient


Intel Play was a line of advanced toys developed by toy maker Mattel and chip maker Intel. According to a press release, the toy line would combine "the power of PCs and the 'magic' of toys into a new generation of interactive play".

The line was announced on February 3, 1999, initially consisting of two toys that were both PC peripherals: the X3 Microscope and the Me2Cam, a microscope and webcam, respectively.

The brand identity for this toy line was developed by Sapient, one of the hottest marketing consultancies in the dot-com era. It included a friendly "Play" logotype and a special version of Intel's trademark audio logo.

Leveraging the tech-oriented Intel brand to market a line of toys is a curious strategic choice. Presumably, the Intel brand gave the toys some credibility to parents as having educational value. Microsoft had launched a similar PC-related toy called ActiMates a few years earlier. Scattered press reports suggests the Intel Play products were well reviewed, but they didn't succeed financially and the brand was retired around 2002.

Wednesday, January 30, 2019

Traditionally modern refresh for Aladdin chocolates


Aladdin is a traditional Swedish brand of chocolate pralines that is sold in high quantities around Christmas. It is sold by confectionery company Marabou (part of Mondelez International) and has been around since 1939. Last October it revealed a new package design, its eighth in as many decades.

The redesign sought to be both more modern while also enhancing the feeling of tradition. The messy background was replaced by more impactful diagonal stripes.

Friday, January 25, 2019

Swedish publisher Forum rebrands for anniversary


Bokförlaget Forum is a Swedish book publisher for original and translated books in both fiction and non-fiction, generally seeking out books that are important to the here and now. It belongs to the Bonnier group, the largest publishing house in Sweden.

Founded in January 1944, they are celebrating their 75th anniversary this year. In anticipation of this, they revealed a new logo in November last year, according to a Facebook post. The new logo is a simple shaded square, white an optional orange background colour.

Thursday, January 24, 2019

A new take for French-Canadian channel Prise 2


Prise 2 (meaning "Take 2") is a French-Canadian TV channel which shows older series and movies from Quebec and the United States. Last December it launched a new look.

According to a press release, the new look "represents the evolution of the channel" while also "retaining it's primary mission".

Monday, January 21, 2019

Logo round-up: December 2018


People generally don't want to rebrand in December, and last month the crop was unusually meagre, with only about 20 new logos included in the logo round-up.

Tuesday, January 8, 2019

Kurppa Hosk gives Axfood a modern identity


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.