Germany-based consultancy Illion Markensocietaet designed the new visual identity for the supermarket, which comprises a refined border, new logotype, brighter colour palette and new icon.
A shorter, bolder, sans-serif logotype has been incorporated, alongside a new “A” icon, giving the logo a more three-dimensional effect overall.
The rebrand has been met with mixed reactions from the design community. Several Design Week readers have suggested that the new logo is more akin to branding for an airline than a supermarket brand, while another reader, Ben, says: “The 1975 version with the softer type…would look much more contemporary”.
The UK Government scrapped plans for a National Insurance tax rise aimed at the self-employed
Chancellor of the Exchequer Philip Hammond performed a U-turn on the proposals he set out in the Budget only last week, scrapping the planned rise in National Insurance contributions (NIC) for the self-employed.
In a letter to Conservative MP Andrew Tyrie, Hammond said he decided to rescind the proposal following pressure from parliamentary colleagues, also conceding that the NIC rise was out of kilter with the “wider understanding of the spirit” of the Conservative manifesto from 2015.