ASDA is a retail chain of supermarkets. Today it is recognized as one of the largest in the UK. It was founded in 1949 and originated in Knottingley (Wakefield from West Yorkshire). The headquarters have now moved to Leeds.
Meaning and History
Supermarkets have developed historically because it consists of two entrepreneurs’ names associated with a trade. They were farmers who initially dealt with livestock and dairy products. These are the families Asquith and Dairies. They entered the business in different ways. Brothers Peter and Fred Asquith had several of their butcher shops, and their first store was opened in the former building of the city’s cinema.
The company then expanded and acquired rival firms by merging with Associated Dairies and Farm Stores Ltd. This is where the name ASDA comes from. These are the first two letters of each last name: Asquith + Dairies. It was this version that was later taken as the basis for the logo. The text format has taken root. After all, it is most suitable for a retail chain, because it needs, first of all, a clear and readable sign.
1965 – 1968
In 1965, the specialized company GEM bought ASDA Stores Ltd. and named ASDA Queens, reflecting this in the logo. It has an elongated “Q” with a large crown, each ray that symbolizes a point of the sale coming from the center. On the right, “ASDA” is written in small print and “Queens” in large print. Logo format – black characters on a white background.
1968 – 1970
In the late 60s of the last century, the trading platform’s management carried out a rebranding. The result is a shortened name and a new logo. This is a laconic inscription – “ASDA.” The authors did not add anything to it – there is only one word in it, made according to the canons of grammar: with the first capital letter and the rest in lowercase.
1970 – 1981
The emblem received a rectangular background and a graphic element consisting of a drop-shaped point and a wave. The developers also added the word “SUPERSTORES” because stores have moved to supermarket status. Unlike the title block, the new one is made in a thin font.
1981 – 1985
The designers have reworked the old logo, modernizing it. It looks like a horizontally elongated diamond-shaped rectangle and is colored orange. The blue icon is on the left with a white background. On the right is the word “ASDA,” below – “SUPERSTORES.” The letters in both inscriptions are much thinner than they were before.
1985 – 1994
In 1985, the era of wide signs, tightly connected, began. Gaps “A” are colored yellow (at the first letter) and red (at the last character). Everything else is mint color.
1994 – 2002
The management decided to eliminate the old version and approved a new one, without multi-colored gaps. The developers also changed the mint green to light olive. This version was used on television and was intended for advertising.
1999 – 2002
There was another one with deep shadows and a 3D effect in parallel with the previous emblem. It is painted mint green.
2002 – 2008
The corrections of the logo of that period mainly concerned the shadows: they were removed.
2008 – 2015
The designers added a bright green hue to the lettering.
2015 – 2017
In 2015, the ASDA retail chain introduced a fresh version of the logo with the parent company Walmart’s icon. Above the first letter, there is a sparkling element in short orange rays arranged in a circle.
2017 – present
After the cancellation of the “spark” logo, the trading network administration returned the version of 2015. It is he who is used now.
Font and Colors of the Emblem
The transformation of the ASDA logo took place often, but not on a large scale. This is due to constant changes in the trading network and the forced rebranding. Visually, the picture changed from maximum to minimum:
Along the way, graphic elements disappeared.
- The thickness of letters decreased.
- The number of small details decreased.
The result of this modernization was a simple, laconic, understandable emblem of bright green color. It informs, looks good on labels and advertisements, and serves as an excellent sign.
The ASDA logo features a geometric sans serif typeface reminiscent of the Futura ExtraBold. Designer Paul Renner created the font. The color scheme of the identity has almost always been associated with green, except the first four versions: black, brown, and two white. At various times, the emblem was also made olive, mint, light, and dark green. She is now painted in Lemon Lime # 78BE21.