Woolworths Group launches new symbol and brand identity work via M&C Saatchi’s Re
Woolworths Group this week rolled out a new brand identity to better symbolise its evolution and what its collective businesses and platforms stand for today.
The new brand symbol and system was developed by Re, in partnership with M&C Saatchi Group.
Re – M&C Saatchi Group’s design and experience agency – developed the new brand identity to represent the connected and unified purpose at the heart of Woolworths Group. The new symbol showcasing the impact Woolworths Group can have when it comes together in partnership with others to create change for a better tomorrow.
Says Andrew Hicks, chief marketing officer, Woolworths Group: “In designing the new symbol, it was important we represented what we stand for as a Group today and how we will continue to act in the future. Our commitment to our purpose was key to the design architecture.”
Says Andy Thomas, executive creative director at Re: “The lines in the new logo are inspired by ripples, with each moving outward creating consecutive waves of impact. The lines also create a series of ‘W’ shapes, nodding to the Woolworths Group name and the deeper focus on ‘we’.”
Says Brad Banducci, CEO, Woolworths Group: “It is the power of ‘We’ in terms of creating better experiences together for a better tomorrow that is represented in our new Group brand identity. It’s a symbol of the positive impact that we aspire to have and the purpose that unites us. It’s only by working together as a Group, across all our businesses and platforms, and in partnership with others, that we will be able to help to create a better tomorrow.”
Alongside the logo, Re developed a completely new design system including a bespoke typeface, a vibrant and energetic colour palette and fresh tone of voice.
Adds Hicks: “The new symbol is only the start of how we are evolving the ways in which we communicate our Group’s collective impact to our key stakeholders, suppliers, partners, customers and our team. We’re excited by the opportunity it creates to further unite us across the various Group businesses and with our partners.”
35 Comments
All I see are three blue bikini tops: daughter, mum, grandma.
Looks like a melting planet earth…
This is bad! Why would you own up to this logo design. Seriously.
https://www.instagram.com/p/CZsR_2hL7PK/
Baby, you make me wish I had three hands.
come on australian design industry, surely we can do better than this
This ain’t working for me. Feels wrong
It’s a melted AT&T logo
That is one of the most lofty corporate videos I’ve ever seen. “We move towards a better tomorrow” … “We are people that care for people” … Wow.
We have become a satire of ourselves.
“We create better experiences together for a better tomorrow”
Better get get someone to help make it better than what came out of the internal engagement.
Better make it more specific.
And the identity is just a bit sad and saggy.
Where’s the energy and positivity?
These jobs are some of the very, very hardest.
The design is fine… whatever… a bit like the AT&T logo melted.
Frankly, it doesn’t matter.
The fact that it got done given the size and politics of WWG, and is 100% ‘good enough’ for the holding company brand, is a job well done.
Frankly is does matter…
Yeah, Nah
It’s a fine line when you are talking about purpose led branding. Of course you want to speak to a bigger picture if you can and connect on an emotional level if possible, but that purpose ‘better experience, for a better tomorrow’, it’s too vague.
My other issue is with the logo. Logos don’t need to communicate anything – they are for recognition, not for communication. What does an Apple have to do with computers – nothing.
Shame, as I rate Re a lot and wanted this to be really good.
Can’t judge it from just this though, will take years before we see what this strategy and approach does for the brand
This is an embarrassment for Aust design.
Sexual?
I think it’s 2 sets of horns from the mythical Blue Yak.
And at the bottom , the sickle from the old USSR flag.
A brilliant example from the Rorschach Test Graphic Design school, designed to trick bewildered and puzzled shoppers to extend their time in Woolies.
Apple and the apple. Well, it’s actually rather meaningful. The brand has always been about how computers have the potential to unleash creative thought. Just like the apple falling on Newton’s head did.
Does this mean the logo will need to be RE-vised?
I think it’s 2 sets of horns from the mythical Blue Yak.
And at the bottom , the sickle from the old USSR flag.
A brilliant example from the Rorschach Test Graphic Design school, designed to trick bewildered and puzzled shoppers to extend their time in Woolies.
What’s your source for that? Google quotes Jobs as saying it was to do with Adam and Eve, hence the bite out of it.
More milquetoast strategy and design from Re. Keeping corporate Australia bland AF.
… that Harrison.ai brand on the next row up on CB’s home page is very crisp!
It’s clearly 3 variations of the hipster moustache favoured by graphic designers who need a complex logo backstory.
Why this logo look like my nan in a bathing suit?
Did your nan eat all the companies under the Woolworths Group for breakfast, cos she thicc?
Apple’s first logo was literally Newtown sat under a tree. Check it out, it’s weirdly cool. It then changed to an apple.
It’s Meta right? Like, make it like Meta but not Meta, but it needs to be Meta, In spirit and values. Oh, and blue. Meta blue. Like Facebook but Meta and blue.
YES corporate Australia, you CAN do BETTER
Why the logo was sent green is beyond me.
You can rationalise the blue til the cows come home, but WW’s is green – end of story.
This is akin to doing a blue logo for BP or Qantas.
We know WW’s Group is more than the supermarket but it’s still got to be green.
+1 has to be green
Why not make it green they’re obviously trying to “green wash” everything else in their unsustainable corporation
I dont think the are significantly more unsustainable that any other mega commodity conglomerate
Did you learn nothing from me?