Design Development: What’s so “Super” about Supermarket logos?

They don't say what they sell. Versatile.

From Attitude Design website:

"In the UK the top four supermarkets (Tesco,ASDA, Morrisons, and Sainsbury’s) are thought to sell over 70% of all UK groceries."


"Overall then we can see that all of these companies have very general and open brands. There is not much to them, apart from text. This simplistic form makes them non-obtrusive and non-offensive to their very wide target audiences."


"No inspirational buzz brands like "nice 'n' fresh", just simple names and abbreviations."


"A brand name does not need to be understood to be successful."


"The colours of these logos are vast and various. One thing that surprises me is the lack or organic colours (greens and browns) seeing as the majority of their stock is food."

You can view the full article here

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