Moving forward with the concept of rebranding a modern company, initial research into existing companies that are due for a rebrand, or have currently undergone a rebrand, produced many possibilities that could be used as a basis for this body of work. Possibilities included Marks and Spencers and Subway, however the most appropriate example appeared to be the German retail chain Aldi.
In early 2017 the Aldi company teamed up with German consultancy Illion Markensocietaet to create a refreshed, modernised rendering of their logo. Research suggested that the reaction to the rebrand had mostly been negative, and many designers felt that the new 3D effect and richer colour palette lead the company in a different, and worse, direction.
Rebranding Aldi could be achieved more successfully by looking back into the history of the company and the past manifestations of the company's designs, and then re-using the most successful elements to create a contemporary and appropriate logo.
Researching further into Aldi's design history revealed many possible options for my own rebrand:
Brand History
Aldi has over 10,000 stores in 18 countries and an estimated combined turnover of more than €50 billion.
Based in Germany, the chain was founded by brothers Karl and Theo Albrecht in 1946.
The brothers built up a chain of stores until, by 1960, they owned 300 shops, and split the operation into two separate groups, that later became Aldi Nord and Aldi Süd.
In 1962, they introduced the name Aldi (a syllabic abbreviation for Albrecht Diskont).
The two operate independently, each within distinct geographical areas and both are among the world's largest privately owned companies.
Karl Albrecht retained ownership of Aldi Süd, and with a personal wealth of €17.2 billion, he is the richest man in Germany, whereas the co-owners of Aldi Nord, Berthold and Theo Albrecht Jr., follow close behind at €16 billion.
Dieter Schwarz, owner of Lidl and Kaufland came in third, with a fortune of €11.5 billion
Aldi's German operations consist of Aldi Nord's 35 individual regional companies with about 2,500 stores in western, northern, and Eastern Germany, and Aldi Süd's 32 regional companies with 1,600 stores in western and southern Germany
Between the two companies Aldi now operates 4000 stores worldwide
Logo History
The two stores Nord and Süd have distinct logos
Nord displays the entire 'A' for ALDI while Süd unveiled a logo in 1982 which displays only half
In 2006, ALDI Süd modified the logo slightly and then in March 2017, unveiled a new logo which revealed a more rounded look for the logo and a new font for the word 'ALDI', further differentiating it from the ALDI Nord logo which had shared the same font for the brand until then.
The two stores Nord and Süd have distinct logos
Nord displays the entire 'A' for ALDI while Süd unveiled a logo in 1982 which displays only half
In 2006, ALDI Süd modified the logo slightly and then in March 2017, unveiled a new logo which revealed a more rounded look for the logo and a new font for the word 'ALDI', further differentiating it from the ALDI Nord logo which had shared the same font for the brand until then.
Aldi Süd logo history
Aldi Nord logo evolution
Physical logo comparison
Logo Analysis
Comparing the two logos of Aldi Nord and Aldi Süd, the similarities and differences are apparent. On the left is the 2017 rebrand of the Aldi Süd. This new logo was described as a contemporary redesign in alignment with the brand's move towards modernisation, however there appear to many flaws to this design. The uneven stroke widths of the multiple coloured borders give an unevenness to the logo that simultaneously draw the eye in towards the centre and back towards the outer border. The alignment of the elements within the rectangle is also weighted towards the top, leaving a larger and uneven space at the bottom. The use of bevel highlights give the logo a more retro appearance as apposed to modernising it and the dark background makes the rest of the logo appear to float, and it somewhat reminiscent of an airline brand. Reactions amongst the design industry were also varied, with a mostly negative reaction towards the new 3D effect and richer colour palette.
The Nord logo in comparison is far more evenly designed, with even weighting given to the logos elements as a whole. The logo has a distinctly retro feel and the more limited colour palette provides much needed simplicity. A single red stripe around the perimeter defines the logo with a clear border that encapsulates the brand and makes it easily distinguishable.
Crucial similarities throughout the brand's logo history appear to be inclusion of the single letter A as an icon for the brand, which has been a continued elements since the 1980's. The static arrangement of the logos elements have also withstood the test of time as the brand name remains as a feature at the base of the logo. The curvature of the ends of the lines that make up the letter A can be seen to reappear throughout the progression of both the Nord and Süd logos over time. Up until the early 2000'd both strands of the company used the same typeface within their branding, and the 2006 logo for Aldi Süd featured a slightly altered version of this typeface that was only slightly narrower in width. In the 2017 rebrand they typeface was changed altogether to feature a more slender and curved typeface.
Although the Nord and Süd strands of the Aldi brand exist as two separate entities, many of each of the companies stores operate in the same countries, creating confusion for consumers and an in-cohesiveness between the two companies and the brand as a whole.