ALDI "xeroxes" their logo

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JoeEkaitis

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If no one else has used the term "xerox" as a pejorative verb, i.e.: replacing a potentially timeless and universally recognizable logo with something patently forgettable as Xerox did a few years ago with the red X-ball, let me be the first.

Behold the old and new ALDI logo.

The vibe I get: a conversation in the Art Department at the dawn of desktop publishing, circa 1980s . . .

"Larry's not gonna like this. He's our best airbrush artist but now we can do gradients on the computer! And without the fumes!"

The puffy stylized A wouldn't look out of place on an athletic shoe, while the font suggests a make of car from a former Soviet Bloc country.

Won't make me stop shopping there. Your thoughts, world?

24@New%20Aldi%20Logo@JOEEKAITIS.jpg
 

Cyia

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The new logo looks more vibrant and cleaner.

Unfortunately, it also reminds me sharply of the logo Disney uses for their Contemporary hotel in Florida. The big A-frame with the monorail train zooming through.
 

veinglory

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I think hating logo redesigns is a bit of a modern internet sport. It's really not much of a difference from the point of view of the average consumer.
 

Myrealana

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The old one makes me think "70s."

I like the new one. It keeps the aesthetic of the original while updating it to a more modern look.

Way better than the re-design our company just did, which also involved auto-updating the background image on everyone's computer from black to a sickly mustard yellow.
 

cornflake

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I don't understand how one of those is timeless and universally recognized while the other is patently forgettable, as it just looks like the '70s and '90s versions of a logo to me?

I couldn't have picked either out of a lineup as to what they belonged to with the name stripped, but they essentially look the same to me, just the left looks super old, '70s-ish and the other looks like a lightly updated version.
 

stephenf

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I don't believe Aldi shopper have an interest in the logo. The service is bad and the choice is limited, but it is a bit cheaper than some of the rivals. Profits must be struggling,why spend some of it changing the logo?
 
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Twick

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I have to admit I don't see much of a difference. Companies change their logos periodically, and this one appears a minor update rather than a redesign.
 

gtbun

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Yeah, there's nothing wrong with this re-design, it looks a lot better. It's not especially modern, per se, but it looks a lot cleaner and sleek, like someone's put a bit more care into it. The typography's been updated and the "a" shape looks a lot more consistent. As far as re-designs go, this is very successful. With a very recognisable image to work with, the designer has manged to update it without alienating a market familiar with the Aldi logo. Given that most customers likely only give it a cursory glance, they're unlikely to register that its changed, but the company has at least brushed up their image a bit.
 

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