Friday, April 27, 2012

New logo: Albert Heijn to go


Albert Heijn To Go is a Dutch chain of convenience stores, a concept within Albert Heijn, a major supermarket chains in the Netherlands. There are over 50 stores in the "to go" concept, mostly located at places where many people pass by, such as train stations.

In March, it premiered a new store design, aimed at enhancing convenince and speed for busy consumers. The new identity was created by the British agency Cada Design Group, who chose to focus on fun by bringing in a range of bright colours.

A previous Albert Heijn To Go logo.
"The new-look Albert Heijn to go focuses on immediate consumption, increasing the convenience aspect for the shopper on the go. To enhance this aspect, the store layout has also undergone a complete metamorphosis. The store feel has been energized by bringing in cheerful colors like magenta, orange, green and purple. Product packaging has also been reinvigorated and given a contemporary edge." - Press release
The first store with the new look opened on March 19 in Amsterdam.

A stacked verion of the To Go logo.

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Image and video hosting by TinyPic

Image and video hosting by TinyPic

Image and video hosting by TinyPic

Image and video hosting by TinyPic

Image and video hosting by TinyPic

Ahold press release (archive)
Albert Hein press release (archive)
DesignWeek
Presslink

2 comments:

  1. This sucks. How can two leading Dutch take-out brands have (almost) identical logos, even down to the same font? Could it be that the Brits did not do their homework? The (other) brand in question is hi, a pay-as-you-go mobile phone store that belongs to the Dutch telecom giant KPN. For those who can't be bothered to look online, consider this:

    The hi logo comprises of the letters contained in a circular bubble, styled exactly the same as the new to go logo and using the same font. No big deal? Wait till the two stores are sitting side-by-side or even in close proximity. Watch this space!

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  2. Hi Mark - I COULD be bothered to look. The Albert Heijn logo is not 'styled exactly the same' nor does it use the same font. Nobody owns a speech bubble and from what I can see, AH have created something a little different here - sure, it can be used as a speech bubble but that doesn't seem to be its primary use.The fact that the flick appears to be much more subtle than its more ubiquitous use is a good thing and seems much more original in my humble opinion. It works as a 'go' button and also suggests a wheel in motion. Personally I'd be more worried about 'hi' appearing next to Vodfone - it's merely an upside down version of their logo!

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