Aldi Logo PNG
The ALDI logo shows that shopping at supermarkets has many benefits. These are hot discounts, pleasure from purchases, and a large selection of goods. And the more often customers interact with stores, the more profitable offers they receive.
Meaning and History
The company’s history began in 1945 when the Albrecht brothers (Karl and Theo) inherited their mother’s small store. Already five years later (1950), they owned 13 stores and continued to expand their business. The first success was achieved through austerity: avoiding unsaleable goods, small selling space, and avoiding extensive advertising.
In 1960, the brothers split the company over a disagreement about the sale of cigarettes, bringing the total number of stores to 300.
In 1962, the company was named ALDI (AL – first two letters of the last name, DI – first two letters of the word “discount”). In 1966, the final division into Aldi Nord and Aldi Süd took place, both legally and financially.
From 1967, the company went international. Every few years, stores began to appear in different countries and even on different continents.
The company supports all innovations in the field of ecology and trade. The brand obliged its suppliers to use only recyclable materials for product packaging.
From the very beginning, the company’s attitude to advertising was uncharacteristic of the core market segment. At home in Germany, the company still does not use advertising agencies. Producing a weekly information booklet, the brand ensures sufficient attendance at its outlets.
In the U.S., England, and Australia, it advertises in print, radio, and television. The company has websites in all countries.
Until 1970, the company logos were written in different fonts, with the owners’ last name. Initially, white letters were written on a red background. Then the rectangular base became dark blue. This concept, with some modifications, remains in effect today.
1970 – 1983
In 1970, the company name ALDI was first used in the emblem. It was a concise logo in a dark blue rectangle. The sans-serif uppercase letters, set in a thin white frame, discreetly conveyed the company’s policy. It was used this way for 13 years.
1983 – 2006
In 1983, the rebranding occurred. In this form, the company’s logo has been in use for 23 years. Two colors were introduced – orange and red. It can be assumed that orange, as a color to attract attention, had to fulfill its direct function, and red was considered the original color of ALDI.
The colors were used in the logo frame. The orange outer frame is wider than the inner red. Many designers considered the combination with the blue background a very successful solution.
The graphic solution was the left half of the letter, consisting of three stripes. According to experts, this solution represented a movement forward. A similar technique is used by some airlines and the automobile segment as a picture of the way, the road. The stylized letter “A” is in blue and framed.
Below the graphic part is the company name. The letters are very similar to those used in the previous version. The same white, uppercase, maximum-bold spelling echoes the traditional one.
2006 – 2017
The company slightly changed the logo’s design. The inner blue rectangle became narrower. Therefore, the letters have become narrower and more compact. Their reading was called clearer by specialists, especially when reducing the emblem for use on the website.
The graphic image has also changed slightly. Although the color scheme has remained the same, the lines have become thinner. Now the left side of the letter “A” did not go from the bottom left corner of the frame to the opposite, but from ¾ of the bottom side of the rectangle to the middle of the top.
The biggest change in this version was the shift in the tones of orange and red. Frames became a little wider, but to avoid overloading the overall look, the developers lightened the colors. This made the logo look lighter, softer.
2017 – today
The company’s latest rebranding sparked heated debate among designers. The changes were made not in line with trends but despite them. While other companies simplify their emblems to suit the convenient layout and readability of logos in mobile smartphone apps, ALDI, by contrast, made the design more complicated.
The designers translated the logo from a two-dimensional plane into three dimensions. This was done by superimposing a gradient on the blue color in the letter “A.” The lines themselves became similar to waves: the edges were rounded and became softer. The inner blue frame was removed from the new logo. The letters also became softer, with smoother corners.
The framing has become more complicated; three frames of equal width now represent it. This approach caused the most questions from the experts. They argue that this approach is not justified when used on mobile devices. All three frames merge into one and are not visible.
Font and Colors
Five colors were used in the last version of the logo:
- Dark Blue – Pantone 294C;
- Blue – Pantone 2995C;
- Light Orange – Pantone 123C;
- Dark Orange – Pantone 173C;
- Red – Pantone 032C;
- White
This information is laid out in the company’s brand book. It also states that the official font is Akzidenz-Grotesk. It is used in informational, official brand documents.