OUGD501 - Studio Brief 02 - Colour Scheme

Moving forward with these designs, the next stage of the rebrand process is to create a colour scheme to be used throughout the branding. To use as many pastiche elements as possible within this project, the new logos will feature only the original colours from the existing logos of the Aldi Nord and Aldi Süd brand. Although both companies use a different range of colours, there are some similarities. Both use the same shade of light blue and both use a dark navy blue, although the navy used in the Aldi Süd branding is slightly darker and less rich.

When discussing the range of colours used throughout both of the Aldi brands it was concluded that the colour palette of the Aldi Süd company most accurately represented a company that provided cheap, every-day and off-brand products due to the inclusion of a bright yellow and orange. These colours are typically received as less professional, more naive and even whimsical. The colour scheme of the Aldi Nord brand, however, was perceived to be more corporate and traditional.

The original aims of the rebrand were to change the perceptions of the brand to that of a reliable yet cheap supermarket amongst its competitors, while still appearing fresh and modern and appealing to the target audience of young adults and families.

Considering this, the new logos will aim to use a limited mix of colours from both sides in order to fully represent the brand as a whole.