We at Cubic Promote know full well the importance of branding with a good logo, and you will probably recognise Aldi, the German supermarket known for discount grocery items and branded chocolates from their iconic letter "A".

Shoppers will soon need to adjust to a new logo design, however, which has raised an interesting question: Can re - branding work against you?

Updating Your Brand And Keeping Your Audience

When it comes to logos the expression "a picture says  a 1000 words" could not be more relevant. It is because of this that you see numerous business update their design every so often. If not because they they want to keep up with competitors and their market, then to reflect shifts in the company's values and vision.

The newest edition of the Aldi logo is pictured below, was first launched on their Chinese website

As far as altering designs go, it isn't the most dramatic change the logo has undertaken since it's inception  in the 1940's. Still, it is a noticeable update from it's last iteration : the blue border has disappeared, and both the letter A and the lines have been replaced by a smoother look.

This change, according to a Aldi spokesperson, was a reflection to their principle of simplicity, in their case, quality products at the best price.

The response to said change has been mixed, and social media has not been kind.

Designers Respond to Aldi's New Logo

According to Adam Ferrier, consumer psychologist and chief strategy officer of Cummins&Partner,  the change may have been too much.

"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.

I suppose only time will tell, and we will see what Aldi does next with their logo in a few years. But what do you make of the new logo? Perhaps it's enough to get you through their doors?

Image first seen here

http://retailanalysis.igd.com/Hub.aspx?id=23&tid=3&nid=16405