Portuguese retailer Jerónimo Martins has unveiled a new corporate identity, which it says is inspired by the changing light patterns over 'several stages of the day'.
The group revealed the new identity at the opening of a new logistics centre in Valongo.
Different Reality
"The previous identity was designed in 2003, when the Group’s reality was very different from what it is today," commented group communications director Sara Miranda.
"Fourteen years on, we are a multinational Group, focused on the food business and determined to continue to grow. Our visual identity no longer reflected our brand’s reality. Celebrating 225 years was the perfect time for a change”.
Four agencies - two in Portugal and two in the U.K. - were tasked with submitting the proposals for the new identity, with English agency The Partners chosen for the job, thanks to its design which 'found a balance between tradition and modernity, past and future'.
Cultural Diversity
In a statement, Jerónimo Martins said that the new design combines 'different and complementary typefaces [that] give the brand flexibility and personality which allow it to express cultural diversity'.
Nick Eagleton, creative director at The Partners, said that "the key challenge was finding the perfect balance between capturing the long and extraordinary heritage of the brand, and at the same time conveying the dynamic, forward-looking spirit that has driven them over all those years.”
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: The European Supermarket Magazine.
