German discount supermarket Aldi is preparing to change its logo for the first time since it launched in Australia in 2001.
The change is global and the supermarket giant's first in about 20 years.
More QLD News Videos
- Video duration
- 01:34
Aldi opens more Queensland stores
Aldi opens more Queensland stores
An Aldi store at The Gap is next on the agenda for the discount grocery giant, as smaller shopping centres undergo makeovers to lure more customers. 7 News Queensland
Up Next
Cyclone Debbie has intensified: BOM
- Video duration
- 03:33
- Video duration
- 03:33
Cyclone Debbie has intensified: BOM
Cyclone Debbie has intensified: BOM
Cyclone Debbie is slow moving but intensifying. Vision courtesy Bureau of Meteorology,
Up Next
Tropical Cyclone Debbie latest: BOM
- Video duration
- 02:19
- Video duration
- 02:19
Tropical Cyclone Debbie latest: BOM
Tropical Cyclone Debbie latest: BOM
Severe Weather warning video current at 9:00am AEST Sunday 26 March 2017. Vision courtesy Bureau of Meteorology.
Up Next
'Islam is a disease': Hanson
- Video duration
- 00:27
- Video duration
- 00:27
'Islam is a disease': Hanson
'Islam is a disease': Hanson
Pauline Hanson likens Islam to a disease that "we need to vaccinate ourselves against". Nine News
Up Next
No more flights please: Premier
- Video duration
- 01:42
- Video duration
- 01:42
No more flights please: Premier
No more flights please: Premier
Cairns tourism operators are telling the Premier "don't send us any more flights" because there are not enough hotels and high end holiday packages available to cope.
Up Next
Cyclone could be severe
- Video duration
- 02:30
- Video duration
- 02:30
Cyclone could be severe
Cyclone could be severe
The Bureau of Meteorology is predicting a cyclone to form and hit the Queensland coast between Cairns and Townsville as early as Sunday.
Up Next
Man critical after kebab shop fight
- Video duration
- 00:55
- Video duration
- 00:55
Man critical after kebab shop fight
Man critical after kebab shop fight
A 24-year-old man is in a critical condition after being hit during a fight outside a Gold Coast kebab shop on Thursday night. Nine News
Up Next
Cyclone approaching north Queensland
- Video duration
- 00:23
- Video duration
- 00:23
Cyclone approaching north Queensland
Cyclone approaching north Queensland
A cyclone could hit the Queensland coast anywhere between Cooktown and Mackay early next week. Nine News
Aldi opens more Queensland stores
An Aldi store at The Gap is next on the agenda for the discount grocery giant, as smaller shopping centres undergo makeovers to lure more customers. 7 News Queensland
The new logo has already been used for Aldi's new Chinese website. It is expected to be phased in country by country – including the US and Britain – from the middle of the year.Â
Former Aldi executive Paul Foley said, "The Aldi brand and its vision, mission and values gets updated every seven years in line with the changes in society habits, health knowledge and opportunity.
Related Content
"Every 21 years [3 x 7 years]Â the logo is looked at to reflect those evolutions," said Mr Foley, who now works a retail consultant in Austria.
"This logo change reflects the tech, modernity and cool that has been introduced to the Aldi brand in recent years."
Aldi's current branding has the letter "A" at the top in a light blue frame and the word "ALDI" underneath, both on a navy background. This is bounded by yellow and orange frames.
The secretive retailer has submitted two new logo designs to IP Australia, including the one used on its Chinese website.
This one is similar to the design Australians are familiar with, but has an extra red frame, blank space where the word "ALDI" is now, and a curved letter "A" rather than straight lines.Â
Aldi has also filed another application for a significantly different logo.Â
This has six large curved light blue lines again forming the letter "A" on a white background. It is unclear what this logo will be used for.
Aldi did not respond to questions.Â
The general rule of thumb in marketing is a logo refresh should be undetectable
Consumer expert Adam Ferrier
Aldi filed the applications in January. It is still a couple of steps away from registration.
Adam Ferrier, consumer psychologist and chief strategy officer of Cummins&Partners;, said companies should be careful when changing logos.
"People like consistency, it helps make their decisions easier. The general rule of thumb in marketing is a logo refresh should be undetectable," Mr Ferrier said.
He said Aldi's current logo has a "strong utilitarian presence, that it is about functionality and keeping things basic".
Woolworths and Wesfarmers have arguably been outclassed by German discounter Aldi when it comes to private-label products.
Aldi's premium private-label brand, Aldi Specially Selected, grew by triple digits in the year to August.Â
0 comments
New User? Sign up