Retail group Colruyt officially presented its new company logo to its general assembly of shareholders yesterday, 25 September.
The former logo of Colruyt Group closely resembled that of the Colruyt supermarket chain, with the characteristic orange diamond featuring in both. The new grey-based logo is a more streamlined version, with a stylised 'C' replacing the orange diamond.
According to the Group, 'The logo visually represents the business culture and the evolution that Colruyt Group has gone through in the past decades', as it reflects the fact that Colruyt Group now encompasses more than just the Colruyt-brand grocery stores. 'Over the years numerous other store formats, side-lines and supporting services have been developed, including OKay, DreamLand, Solucious and Symeta', along with several IT and finance operations, the retailer said.
According to Colruyt, 'The family business thus evolved to become a family of businesses. What connects all these diverse activities is the business culture and the company values of Colruyt Group'.
"The Group arose from the Colruyt stores, which is why we deliberately kept the family name in the logo", chairman Jef Colruyt said. "But the difference between Colruyt Group and Colruyt is clear. It is simple for stakeholders to know when they are dealing with the group and when with Colruyt."
© 2013 - ESM: European Supermarket Magazine by Ellen Lunney
