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Aldi rebrands to appear more “contemporary”

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Supermarket Aldi has rebranded, with the aim of creating a more “contemporary” image for the brand.

The new logo has been designed by Germany-based consultancy Illion Markensocietaet and features a refined border, new logotype, brighter colour palette and new icon. Aldi is a German brand.

A shorter, bolder, sans-serif logotype has been incorporated, alongside a new “A” icon.

More three-dimensional look

A gradient has been added to the logo’s dark blue background and “A” symbol, and the three-lined frame now features brighter colours with a more consistent width for the three lines.

There is a brighter colour palette with a lighter blue, darker background blue and more distinctive border colours. The overall effect is a more three-dimensional take on the previous branding.

Aldi says it has refined the old logo while keep its colours and the “A” symbol to retain “strong recognition…

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