Kroger Logo Comparison
(2/3) That was a fine and dandy line of thought, until I discovered that that supposedly-unsanctioned logo is now being used on multiple Kroger-brand products as well. So, basically, it’s not unsanctioned, or a one-off, after all. It’s contradictory, but it’s official, and it’s here to stay.
I should clarify that it’s not that I don’t like the new wordmark placed back in the oval. As a matter of fact, I think it looks better inside the oval than on its own. I wasn’t the biggest fan when the new wordmark first debuted, and while it has grown on me, I do think the oval helps mitigate the kinks of the wordmark more than the wordmark can accomplish standing by itself. Honestly, I’m kinda thinking this wordmark looks even better inside the oval than the old wordmark since it does actually fill up the entire space (compare the two products shown in the image above to see what I’m talking about, and also feel free to let me know what you think in the comments).
No, the issue I have here is that we were led to believe that the new wordmark is going to be permanently oval-free at the time of its debut. This may or may not have been true; for example, all those quotes I, well, quoted in the previous description may have just been misinformed inferences by those authors, and not based on official, definitive confirmation from Kroger that the oval is indeed gone for good. In other words, Kroger may have known all along that they’d be bringing the oval back. But if that’s the case, I feel like they should have included some applications with the oval in the branding package released back in the fall. The specific exclusion of the oval element seems much too large to be an oversight if indeed its return was in the works, and at worst seems like a purposeful attempt to mislead people. A radical new sans-oval wordmark isn’t really that radical at all if you’re just going to backtrack on that a few short months later.
On the other hand, it could be exactly like I discussed in the previous description: the new wordmark really *is* meant to be oval-free, but corporate has decided to abandon that effort for the sake of recognition, or ease of logistics, or both. I mean, there’s no denying the former, and the latter is important because now all those product redesigns they’ve done over the past five years don’t have to be thrown out and started over to try and incorporate a new oval-less logo; they can simply place the new wordmark within the existing oval shape on the packaging and call it a day.
Both of these are clearly very important, valid arguments, and I can’t blame Kroger in the least for bringing the oval back. I just wish that it wouldn’t have been construed to have left in the first place.
(c) 2020 Retail Retell
These places are public so these photos are too, but just as I tell where they came from, I'd appreciate if you'd say who :)
Kroger Logo Comparison
(2/3) That was a fine and dandy line of thought, until I discovered that that supposedly-unsanctioned logo is now being used on multiple Kroger-brand products as well. So, basically, it’s not unsanctioned, or a one-off, after all. It’s contradictory, but it’s official, and it’s here to stay.
I should clarify that it’s not that I don’t like the new wordmark placed back in the oval. As a matter of fact, I think it looks better inside the oval than on its own. I wasn’t the biggest fan when the new wordmark first debuted, and while it has grown on me, I do think the oval helps mitigate the kinks of the wordmark more than the wordmark can accomplish standing by itself. Honestly, I’m kinda thinking this wordmark looks even better inside the oval than the old wordmark since it does actually fill up the entire space (compare the two products shown in the image above to see what I’m talking about, and also feel free to let me know what you think in the comments).
No, the issue I have here is that we were led to believe that the new wordmark is going to be permanently oval-free at the time of its debut. This may or may not have been true; for example, all those quotes I, well, quoted in the previous description may have just been misinformed inferences by those authors, and not based on official, definitive confirmation from Kroger that the oval is indeed gone for good. In other words, Kroger may have known all along that they’d be bringing the oval back. But if that’s the case, I feel like they should have included some applications with the oval in the branding package released back in the fall. The specific exclusion of the oval element seems much too large to be an oversight if indeed its return was in the works, and at worst seems like a purposeful attempt to mislead people. A radical new sans-oval wordmark isn’t really that radical at all if you’re just going to backtrack on that a few short months later.
On the other hand, it could be exactly like I discussed in the previous description: the new wordmark really *is* meant to be oval-free, but corporate has decided to abandon that effort for the sake of recognition, or ease of logistics, or both. I mean, there’s no denying the former, and the latter is important because now all those product redesigns they’ve done over the past five years don’t have to be thrown out and started over to try and incorporate a new oval-less logo; they can simply place the new wordmark within the existing oval shape on the packaging and call it a day.
Both of these are clearly very important, valid arguments, and I can’t blame Kroger in the least for bringing the oval back. I just wish that it wouldn’t have been construed to have left in the first place.
(c) 2020 Retail Retell
These places are public so these photos are too, but just as I tell where they came from, I'd appreciate if you'd say who :)