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British food retailer Asda shows off its new logo identity in its 2024 campaign, “Serious About Summer”.
The fully incorporated campaign includes a series of TV classifieds to highlight the retailer’s “weeknight dining” inspiration and offerings, such as a sports-day-themed ad.
The new campaign, most recently led by CCO David Hills and VP of Marketing Adam Zavalis, who joined Asda in 2023, also sees the first arrival of a new logo identity for Asda, as the next step in its wider logo strategy.
Customers will be able to see the campaign’s new branding for the first time on TV, social media, print, visitor appointment tracking and on Asda’s website.
Asda says the new brand is the result of extensive visitor studies on how the supermarket can regain its relevance and individuality in a saturated market.
Asda’s lighthearted and warm humour, as well as its iconic green colour palette, have been shared as the brand’s exclusive ultimate features and are reflected in its updated logo, typography and colour palette, adding a new dark green hue to the prominent Asda. de green hue.
The new identity also includes “stickers” that allow the supermarket to offer its offers and products.
The creation of Asda’s new logo is part of its mid-year campaign execution and will be further rolled out to shops, cars and colleagues’ uniforms from the ongoing investment in Asda’s heritage and assets.
Hills commented, “The launch of our new logo identity is a milestone in the evolution of our strategy. Our logo has a wonderful heritage and is very popular with the British public. We hope this new look will make us stand out in the grocery market. “
Asda recently announced the structure of a mixed-use progression allocation at its Park Royal in north-west London.
“Asda Unveils New Brand Identity to Stand Out in the UK Grocery Market,” originally created and published through the Retail Insight Network, a logo owned by GlobalData.
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