Although most circulars I generally throw away, I generally will take a look at the Wegmans flyer because they have great design. This week I did a double take as that bold logo I’m used to seeing was replaced with something different.
Honestly, the previous one didn’t bother me too much. It was interesting with some organic custom letterforms. Perhaps a bit crowded on the kerning, but I like the fact that it’s bold and different. The new one on the other hand has that retro script type form prevalent from 1930’s. According to the Wegman’s press release and logo sheet, it’s very similar to their original.
I believe this will be positive enforcement of the brand and will definitely strike a chord of nostalgia that will be embraced by long time shoppers. The italicized scripty type is noticeably less visible in the flyer and will probably need some care taken when they change out their signage. It shows well with lots of space, but will not be able to reverse and reduce scale quite like the previous version.
Here is the official press release from Wegmans
Wegmans customers will soon begin to see a Wegmans logo that harkens back to the company’s logo of the 30s and 40s. It makes its return in the Wegmans’ Sunday weekly ad on September 28, and over the next several days, on new uniform shirts for Wegmans employees.
“When we looked back at some of our earliest logos, they conveyed the warmth and personal attention to detail that we hope reflect our brand,” explained Colleen Wegman. “The family culture in our company continues to grow. It was time to go back to our roots and to a logo that is welcoming because it is more like a family signature.”
Little by little, a shift from the block-letter style of Wegmans’ name, first introduced in the 1970s, to a script style will occur. The transition will be gradual, starting first with things that are simple to change. Storefront signs, for example, may not be replaced for a long while, because of the cost. But grocery bags, packaging and other such things will be redesigned as supplies run out.
The company first announced the change in a September 19 email to employees from Colleen and her dad, CEO Danny Wegman, in which they said Our new logo is both a reflection of our past and a vision for our future.
Here is the Wegmans logo timeline…
Need to get your flyers
Here is the link for the weekly flyers:
http://flyer.wegmans.com/wgm/Default.aspx
I think it was due for change, but I think it fails as a branding device of a leading grocery retailer. The retro logic doesn’t bother me, but the execution does. It’s not particularly good calligraphy, and I don’t feel it distinguishes like it should for a store like Wegmans. When bundled with the fork and plate and goblet from the original Tastings logo, I think you have a classic assembly of different-purposed elements cobbled together in an uncomplimentary way. Borrowing elements because you have them seems like an uninspired approach, and I believe the Tastings logo should be reserved for Tastings, instead of appearing as a store decoration, a signage visual, and other random applications. The scribbly place setting is contemporary and a little wild, yet the Wegmans logo is a very conservative script, and neither flatters the other. It’s what I call casual design.
Interesting blog, which reminds me of a styrofoam traveler cup I received at Dunkin’ Donuts. To celebrate their anniversary, they pasted past DD logos on the cup. I love seeing the development of logos in this fashion.
As a side-note, thank you for a very enjoyable presentation at George Mason University today!