Alfamart is a private chain of convenience stores in Southeast Asia. It has up to 10 thousand outlets, most of which are franchised. Stores serve up to 3 million visitors a day and generate net profits of $7.5 billion a year.
Meaning and History
What is Alfamart?
This is a chain of shops for essential goods at an affordable price. This network includes about 10,000 outlets in Indonesia and the Philippines, most of which are franchised. The brand is privately held and owned by the company of Indonesian businessman Joko Susanto PT Sumber Alfaria Trijaya Tbk.
The idea to open stores came to Indonesian entrepreneur Joko Susanto in 1999. Before that, he had been the director of a distribution company for ten years. He had a 30% share in this company, and 70% was owned by the well-known cigarette manufacturer PT HM. Sampoerna Tbk. The business went well, and in 6 years, the entrepreneur opened almost 1,300 stores, which allowed him to buy out part of the joint company and get a 60% share. The company continues to expand aggressively. By 2020, Susanto not only opened about 7,000 branches in Indonesia but also 1,000 stores in the Philippines.
The brand logo has been changed twice. The first time, because of the change of the name of the stores. After that, only “cosmetic” adjustments were made. They improved the visual perception and added lightness and motion to the logo.
1999 – 2003
Originally stores were called Alfa Minimart and developed the logo with this name.
It was characterized by bright colors and similarity to the flag: rectangular shape, two-color background with a large red stripe at the top and yellow at the bottom. The choice was related to the businessman’s homeland. Red is the color of the flag of Indonesia, where the Susanto family lived, and red-yellow – of China, the country of his ancestors. At the same time, the sign of the present homeland prevailed and was based on the past as the family favored Indonesia. The businessman even changed his last name from Kwok Kwee Fo to Susanto.
In big blue letters, the inscription “Alpha” was written on the red part. She was pointing to the leader, the main position, and the first-choice convenience store. The white outline of the letters is a symbol of novelty.
The yellow stripe has black lettering, indicating the main essence of the offer – a mini-market.
2003 – 2015
As soon as the business made a profit, Susanto thought about modernizing the name and a professional logo. As the company expanded rapidly and the size of the stores grew, the businessman removed the word “mini” from the name. The outlets became known as Alfamart.
A little later, the cigarette company sold its stock in the company. Jocko bought 30% and became the owner of 60% of the business. He named his revamped company: PT Sumber Alfaria Trijaya Tbk.
The new logo retained only a remote resemblance to the first one. The red-yellow color remained in the thick stripe that emphasized the company name. It resembled a strip of multicolored toothpaste. Its location at the bottom was a symbol of clean, fresh products and pointed to the base on which the renewed brand appeared – Alfa mini-market stores.
The word Alfamart was visually divided in half, written in two different fonts, Alfa and mart. The first part of the word was blue, like the first logo, but without white circling. The second part was written in red italics. This kept the emphasis on the word Alpha (leader). But it also gave an idea of what the brand offers.
In addition to the logo, they developed an advertising mascot – a bee named Albie. Its appearance is also dominated by the logo’s main colors – red, blue, and yellow. The bee was chosen for its diligence and speed. Anyone busy at work can quickly buy what they need at the nearest Alpha Marketplace at any time. The hard-working bee delivers things practically to the house and around the clock (the marts were located in busy residential areas).
2015 – today
By 2014, the businessman had already opened 7,000 stores and began to expand, aiming for a chain in the Philippines. This was reflected in a slight revamping of the logo.
Its letters were made more elongated and larger, symbolizing an increase in the number of outlets. The blue hue of the name was lightened and associated with a climb to the sky. The white stripe between the red and yellow was made more visible, and the yellow line was extended further, making it look like skis. This is how the emblem reflected the movement, opening new stores, and the “move” to another country.
Font and Colors of the Emblem
The main colors of the Alphamart emblem:
- Blue – rationality, the right choice, reliability, high rating.
- Red – is the color of the Indonesian flag, a symbol of leadership, the favorite place of customers.
- Yellow – energy, quick solution to everyday problems.
- White – the color of the Indonesian flag, the freshness of products, constant renewal of assortment.
The logo has a double font. Urbane Rounded Bold is used for the first part of the name, slightly modified Ciabatta Semi Bold Italic for the second.