German discount supermarket Aldi is preparing to give its logo a major freshen for the first time since it launched in Australia in 2001.
The change is global and the supermarket giant's most significant alteration to its banner in about 25Â years.
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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
"The principle of simplicity is reflected in the new logo. Despite an updated apearance, it still contains the typical ALDI colours," an ALDI Australia spokesperson said.
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The current big "A" logo was developed in the early 1980s and updated slightly in 2001 and 2006.
The company said ALDI's logo had been through a number of iterations since the end of the 1940s when the Albrecht brothers started the grocery chain.
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.
"Every 21 years [3 x 7 years]Â the logo is looked at to reflect those evolutions," said Mr Foley, who now works as 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
The general rule of thumb in marketing is a logo refresh should be undetectable
Consumer expert Adam Ferrier
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 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".
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