The first colour experiments (below) revealed that combining colours from both halves of the Aldi companies created some unusual and clashing combinations and became clear that a more limited colour scheme would create a more professional and well-rounded design.
Colour experiment #1
Additional colour experiments (below) confirmed the theory that a limited colour scheme would create a more cohesive design. It was suggested in a peer critique that a white background within the logo gave a more contemporary feel, as apposed to a colour-filled background which gave a more dated and retro appearance. It was also agreed that using a different colour scheme for each side of the logo would represent the different sides of the company more effectively rather than merging the two into one, as each company is unique from the other. Throughout the design process it was also concluded that the inclusion of a double border gave the design a more refined appearance and would allow for the multiple coloured borders on the Aldi Süd logo (2006) to be replicated and renewed.
Colour experiment #2
Feedback on the final coloured designs (below) revealed the new colour combinations to be successful. There was postive feedback on the use of the red as a primary colour for the Aldi Nord logo (right) and it was agreed in a critique group that the use of a navy blue as the primary colour within the Aldi Süd logo (left) provided a sharper contrast than the orange. The overall preferred colour combinations were logos (c), (d), (e) and (h).
However it was pointed out that using multiple colours around the border would make impact negatively on the possible scale of the logo. At a large size the different colours would be easily distinguishable, however at a small scale the boundary box would lose clarity and create an undefined edge to the outside of the design. To rectify this, a thicker border with fewer colours will be applied to ensure that the logo can be used at all sizes.
Colour experiment #3
Best colour combinations