aldi
ROLE
Brand Design, Logo Design
TEAM
Swapna Dhar, Yuriko Zheng, Michelle Kong, Kyle Chadderton
DURATION
4 months
TOOLS
Figma, Miro, Adobe CC
Overview
Aldi is a popular, well-known affordable supermarket chain. Our goal was to rebrand Aldi's brand identity to make it memorable and modern.
Problem
Aldi's current branding doesn't reflect their values of simplicity and efficiency while also being friendly and approachable.
Solution
Design a modern, approachable logo that is simple and straight to the point, along with a branding system that is eye catching and reflects their brand values.
BRAND PROFILE
Target Audience
Families on a budget
Family oriented individuals, in households of three or more who are looking for affordable and reliable groceries to feed their family.
Value minded shoppers
Millennials (28-35) with low incomes, living in suburbs, commuting to urban jobs, and seeking quick, affordable grocery trips .
Archetype
The Everyman
Core Values
Consistency
Efficiency
Simplicity
Tone of Voice
Approachable
Friendly
Straightforward
VISUAL IDENTITY
Primary Logo
The Aldi logo consists of two elements: the icon and the wordmark. The logo should always exist with the symbol and wordmark together.
Secondary Logo
The secondary logo is a stacked version of the primary logo, making it great for various applications.
HEX: #1D549E
RGB: (29, 84, 158)
HSL: (214%, 69%, 36%)
CMYK: (82, 47, 0, 38)
HEX: #F5B540
RGB: (245, 181, 64)
HSL: (39%, 90%, 61%)
CMYK: (0, 26, 74, 4)
HEX: #D4483F
RGB: (212,72,63)
HSL: (34%, 63%, 54%)
CMYK: (0, 66, 70, 17)
HEX: #082342
RGB: (8, 35, 66)
HSL: (212%, 78%, 15%)
CMYK: (88, 47, 0, 74)
Custom Typeface
Aldi's new typeface is a modern, custom-designed font that builds on the foundation of the BC Alphapipe typeface.
Body Copy
Tenon
Aldi chose the Tenon font as their secondary/communication typeface for its versatility, modernity, and strong readability.
APPLICATIONS
TAKEAWAY
Aldi seeks to create a cohesive and engaging customer experience across all touch-points, from digital interfaces to physical spaces, ensuring brand consistency, usability, and clarity.