For this project, I was tasked with refreshing Aldi's logo and brand identity, as well as creating 4 billboard ads. I wanted this logo to appeal to a wide audience of shoppers in the US, with a focus on families. My main motivation for the logo was to create a fresh design incorporating the brand's heritage that still feels familiar. I focused my research on this concept and searched for old logo iterations, the original name, and various branding materials throughout the brand's lifetime.
I chose the original logo's letter "A" as the base of the new logo, and built from there. I incorporated the three repeating line motifs (found in their two most recent logos) in the letter A's crossbar as well. I opted to use colors from the existing branding, to maintain a level of familiarity.
