Supermarket chain Stop & Shop recently unveiled a new logo. Overall, I'd have to say that I like the new one. The old logo was very recognizable and really well established in the Northeast, so one could question the wisdom of such a dramatic departure. It seems that an updated version of the old logo could have worked and could have shown that they are evolving while keeping the brand recognition.
One possible criticism of the new logo is that it makes no reference at all to the name of the store, where the previous logo had made a very obvious reference. But the old logo never made any reference to what you're actually stopping and shopping for, i.e. groceries. It's as if they've just switched the emphasis. Perhaps the name itself is recognizable enough that it makes more sense to call attention to their products rather than a literal translation of the name. The bowl/slices of fruit, etc. icons might not be recognizable enough on their own, but in conjunction with the very recognizable store name, I think it works.
Visually speaking, I feel like the new logo works in several areas. The colors are fresh and natural, and the shape of the icons is fairly organic. My guess is this is at least somewhat to compete for the organic/health food shoppers.
Overall, I like the logo, I think it works, but I do think they probably could have done a bit better. I'll give it a 7.5 out of 10. What about you?
