This image is a logo for the budget-friendly grocery store, Aldi. The logo is displayed above the entrance of the store, serving as an eye-catching brand identifier for those driving by or navigating the shopping center. The repeated use of this design on products and signage within the store transforms the plain warehouse interior into a clean, cohesive space.
The logo uses varying rectilinear blocks of flat color void of explicit outlines, shapes are defined only by contrast between hue or value. Golden yellow, tangerine orange, and two contrasting shades of blue make up a bright, saturated palette. The portrait orientation defines a rectangular yellow border that sharply ribbon along all four edges with a consistent width. Tracing the interior edges of the yellow border is an equally thick orange border that frames a deep blue that fills the rectangular capacity. A lighter blue is used to form the heavy outline of a square that is horizontally centered and positioned near the top of the dark blue section.
Nestled inside of the square outline are two groups of three lines each. Three parallel blue lines extend from the left third of the bottom interior edge all the way to the right third of the top. Each of these lines is the same width as the square border enclosing the diagonal forms, and the three are separated from both each other and the square’s interior edges by narrow dark blue space. Jutting out sideways about a third of the way up the right side of the square border is another group of three horizontal lines. The horizontal lines have similar weight and spacing as the diagonal group, the left ends cut off before they meet with the diagonal group while the right ends are seamlessly plastered to the right side of the square frame.
The thin light blue lines form a cropped rendition of the upper-case letter “A”, the first letter in “Aldi”. The inclusion of the letter “A” is not only a literal representation of the company name, but a visual metaphor for their products as well. The letter “A” is most often associated with quality, such as an “A” rating or an “A” grade. Aldi puts this logo on their food in an attempt to subliminally indicate a high-grade product, almost like a “Grade A” label. The cropped nature of the “A” suggests an entirely different appeal: low cost. This half “A” is just as comprehensible as a whole letter would be, yet it costs half the space. This runs parallel to the notion that Aldi food is just as good as other generic grocery brands, but at a much lower price. Through these clever design strategies, the logo effectively reflects the nature of the company’s products, while managing to be incredibly aesthetically pleasing at the same time.