Aldi Sud, the parent of Aldi’s U.S. stores, is introducing a new corporate logo the company said would complement its ongoing modernization project worldwide.
The new mark, which the company described as a “contemporary and future-oriented” interpretation of its current logo, is already in use in China, where Aldi is launching an e-commerce offering, opening Monday, and is expected to be rolled out to its other operating areas including the U.S., in June.
The logo is Aldi’s first new design since 2006. It contemporizes the stark “A” in the same red, blue, cyan, yellow and orange colors in a manner meant to convey the more adventuresome selection, and modern look and feel of its stores. The branding follows the announcement last month of a $1.6 billion remodeling program for U.S. stores and is conspicuously timed to meet the U.S. arrival of its German rival Lidl, set to open its first 100 stores beginning this summer.
“The fresh visual design of the new logo is ideally suited to the current modernization process of Aldi Sud,” a spokeswoman for Aldi’s corporate headquarters in Essen, Germany said.
Remodeled U.S. Aldi stores will provide an environment to showcase an expanded selection of fresh items, and brands and merchandising changes, U.S. CEO Jason Hart said. The company said the remodeling initiative — providing open ceilings, natural lighting and environmentally friendly building materials — would impact 1,300 of its 1,600 U.S. stores by 2020.
In addition to the U.S., Aldi Sud operates in Australia, Austria, China, Hungary, Ireland, Slovenia, Switzerland, the United Kingdom, and the Southern half of Germany. Its sister company, Aldi Nord, operates in Belgium, the Netherlands, Luxembourg, France, Poland, Spain, Denmark, Portugal and in Northern Germany and also controls Trader Joe’s stores in the U.S. Aldi was founded by the Albrecht brothers who broke into separate companies in 1960.