From old to new – I definitely like the new one – considering they haven’t re-branded since 1963, this is a bold step and nicely executed. Got the news story from the Baltimore Sun. The new logo, when compared with the old logo, definitely looks like it represents ‘something’ related to food, has brighter colors and is more ‘re-freshing’. Would be lovely to be able to see what brief the client had prepared and what process the designer used to create this logo re-design.
The colors seem to have been derived from photographs of fresh fruits – this image can currently be found on the small Flash piece on the Giant Foods homepage.
The branding also looks ‘fresh’. Purple on green – classic color wheel combination – definitely works for a fresh foods company. This image was also taken from the Giant foods website.
Disclaimer : I didn’t do it.