Woolworths Group’s new brand identity reflects the company’s agility and the positive impact it aspires to, CEO Brad Banducci says.
The blue logo is three blue lines in a fluid ‘w’, expanding from the first that represents ‘we’.
Banducci said the last two years of immense change meant the company had to navigate a global pandemic and make major changes to the shape of the businesses and platforms within the group.
“It’s been an era of care for people, as well as partnership, innovation, inclusion and sustainability and being connected by a shared purpose has never been more important.
“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,” Banducci said.
Woolworths Group is the largest retailer in ANZ. It is a top 20 company on the ASX, employs more than 180,000 people and has more than 20 million customers a week. The group has more than 1400 stores across its Woolworths Supermarkets, Countdown Supermarkets (New Zealand) and BIG W brands, as well as its B2B business serving wholesale and export markets, and ecommerce channels.
Woolworths CMO Andrew Hicks said the company’s commitment to its values was key to the design architecture of the new symbol.
“It all starts with ‘We’, with the multiple W’s embodying how together as Woolworths Group we can create positive impact.
“The shape is fluid to capture the spirit of agility and adaptability whilst deliberately being an open shape to signal an expansive mindset welcoming partnership.
“With a living blue colour scheme, our collective impact is also symbolised by the waves and ripples, converging on a common point on the horizon as a reminder of our shared commitment as a group to a better tomorrow,” Hicks said.
The new brand symbol and system was developed in partnership with Re, part of the M&C Saatchi Group.
