Real Logo PNG
Brand stores are always open. The Real logo reflects the network’s calm, measured work with a gradual, confident development. The logo’s movement indicates a gradual improvement in service quality and the expansion of the range.
Real grew out of the consolidation of German hypermarkets in the 1970s and 1980s. Regional chains such as Continent, Basar, Divi, Real-Kauf, Esbella, and Massa operated under different names. Still, they followed a similar format: food and non-food goods in a single large store. Most were owned by or linked to Asko Deutsche Kaufhaus AG.
In 1992, Asko AG merged Divi, Basar, Continent, Esbella, and Real-Kauf into one brand, Real. In 1995, Massa AG joined Asko, and its stores were also rebranded as Real. A year later, Real became part of Metro AG after the merger of Metro Cash & Carry, Kaufhof Holding, Deutsche SB-Kauf, and Asko. By the end of 1996, the chain had 162 stores in Germany.
Real expanded fast under Metro. In 1998, it absorbed 94 Allkauf hypermarkets and 20 Kriegbaum stores, bringing its total to 284 locations. The chain later opened in Poland, Romania, Russia, Ukraine, and Turkey. In 2006, Metro bought 85 German Walmart stores and 26 Géant hypermarkets in Poland from Groupe Casino, adding them to its Real business.
In 2012, Metro began selling Real’s international business, including 91 stores in Poland, Romania, Russia, and Ukraine, to Auchan. In 2020, the German “Real” business was sold to X+Bricks AG and SCP Group. Most stores later became Rewe, Edeka, Kaufland, Globus, or V-Markt. In 2022, the remaining chain became Mein Real, but it filed for insolvency in 2023. The last 45 stores will close by the end of March 2024.
Meaning and History
When Metro AG owned the Real brand, and after its sale, the logo featured a bright, eye-catching style that attracted the target audience’s attention. The name itself indicates that the organization specializes in something real and significant. The hypermarket chain’s logo has undergone only one change in the brand’s history. The first option lasted from 1992 to 2017. The second one is still relevant today.
What is Real?
Only after reading the name do potential customers of the store chain feel something worthwhile. The presented network of hypermarkets is known far beyond Germany’s borders, which warrants special attention.
1992 – 2017
The original Real logo featured a red-and-blue color palette on a white background. The brand name was done in lowercase cursive letters. After “Real,” two parallelograms were added as an emblem, which were on top of each other. Thus, an angle was created. Calm colors and the absence of unnecessary elements should evoke a sense of reliability, strength, and loyalty among web visitors. There are no additional elements, including copyright marks, on the logo, allowing the client not to be distracted from the message embedded in the image.
2017 – today
After changing the logo, it began to feel minimalistic even more than in the previous version. Only one color was used, namely dark blue. It should create a sense of reliability and professionalism in the company. At the same time, the logos on the network’s stores are in a lighter shade. The parallelograms used in the 1992-2017 version have been removed. Now, the Real logo consists solely of the network’s name. All letters are also in lowercase cursive style.
Analyzing the image, you can conclude that the brand’s key value is quality. The presence of lowercase letters without additional elements causes friendliness and affection for the target audience.
Font and Colors
The logo font is close to Gentona. The logo’s creators used lowercase cursive letters.
As noted above, Real’s signature palette consists of two colors: red and blue, and their shades. Additional elements, including images, are absent in both logo variations. However, after 25 years of using the original version, the company decided to update it to a uniform style using only a dark blue hue. Consequently, the Real network stands out from the competition with its minimalist approach, attracting potential buyers without distracting them from the main message.