Logos for Aldi Süd and Aldi Nord
Examples of applications for the branding
Feedback on these final designs was conclusive in that these logos can be considered a successful design resolution. They are a modern and fresh regeneration of the company's branding that appeals to the brand's target audience of young professionals, students and families. The overall design of the logo can be considered more professional that its predecessors, yet still accessible to a wide audience. The colour schemes used for each side of the company both reflect the values of the Aldi Brand and advertise a company that provides quality reliable products at a competitive price.
The project as a whole was informed throughout by thorough researched and a range of formative and summative feedback from peers, tutors and selected individuals from Aldi's target market, resulting in a successful and appropriate resolution to the brief. This rebrand has fully utilised the devices of pastiche and parody, regenerating previously existing designs from the Aldi Nord and Aldi Süd brands to create a new rebrand that is current and applies to the regulations and ethos of the Aldi company. Using the definitions of parody and pastiche defined within the essay - pastiche was defined as 'an artistic work in a style that imitates that of another work, artist, or period' and parody was defined as 'an imitation of the style of a particular writer, artist, or genre with deliberate exaggeration for comic effect' - the final resolutions can be considered a pastiche of the original brand, rather than a parody. This rebrand uses the strongest elements of the existing designs to create an effective and cohesive design solution for one of the largest supermarkets in Europe.
A range of computer programmes were used in the production of this rebrand. Firstly Adobe Photoshop was used to edit the original logos in order to create the initial mock-ups as it provided the freedom to quickly edit and arrange the multiple elements of each design. The final design was then created from the mock-up's using Adobe Illustrator. This allowed the design to be created in a vector format so that it could be edited more precisely and scaled to any size for a range of applications including shopping bags, magazine adverts, lorries, billboards and large scale banners.