# Asda new logo (2024) > Asda launched a new logo in May 2024, designed by Havas London. May 16 2024: Havas London identity. ## Key facts - Brand: Asda - Launched: May 2024 - Studio: Havas London - What changed: May 16 2024: Havas London identity. - Why: Asda needed a design north star to match the endline That's more like it, launched the previous year. - Industry: Retail - Logos: https://rebrandlog.com/logos/asda-2024/before.svg (before), https://rebrandlog.com/logos/asda-2024/after.svg (after) ## The rebrand, explained Asda reaches 19 million people a day, as Havas London creative partner Nathalie Gordon put it, but the agency's chief design officer Lorenzo Fruzza said it had grown for 20 years without a clear design story, becoming steadily fragmented. After launching the endline That's more like it the previous year, the supermarket needed a design north star to match. The identity launched on 16 May 2024 with the Serious About Summer campaign, both by Havas London, which had won the creative account two years earlier. The work took around a year and a half and drew on extensive customer research. The wordmark stayed. Asda's green, part of the brand since the 1960s and in its best-known form since the 1990s, was kept front and centre but adjusted: research had flagged problems with hue and legibility, so Havas set a higher-contrast primary green and added a deep green, bordering on navy, as a secondary colour, with a wider supporting palette. The biggest change is type, designed with Colophon Foundry. The display face, Asda Headline, is all caps but uses unicase glyphs throughout, bringing what Fruzza called the cursive quality of lowercase into bold cap-height prominence, inspired by the flares and swashes of hand-painted greengrocer signs. Prices get sign-painter flourishes too: pence underlined with a swooping stroke echoed in the pound sign's crossbar. Text is sometimes set on a curve as a nod to grocery heritage, and fruit-style stickers carry offers. Gordon called them incredibly hard-working assets. Creative Review noted the look fits current food-branding taste, thick rounded type, bright palettes and stickers, seen at Deliveroo and elsewhere, but conceded the supermarket gives stickers a logical reason to exist. The Drum asked whether designers' enthusiasm would reach shoppers. The marketing vice president who had joined from Aldi the year before framed the look as a British institution getting back to its Northern roots. An independent marketing consultant praised the line That's More Like It as real language, the kind of thing people say when they get home from the shops, and found the design less shiny, less corporate and less American, with stickers that read as value. That is the right test: a supermarket identity succeeds at the till, not in the trade press. The type is the reason to care. A unicase grocer-sign face gives a giant discounter a warmth its rivals lack, and the price treatments are genuinely clever. The stickers and rounded friendliness are more generic, but this is a big retailer finally sounding like one voice. In short: Hand-painted grocer warmth, scaled up for a giant discounter. ## Sources - https://corporate.asda.com/newsroom/2024/16/05/asda-reveals-new-brand-identity-as-part-of-its-summer-campaign-serious-about-summer - https://www.creativeboom.com/news/havas-london-rebrands-supermarket-giant-asda/ - https://www.itsnicethat.com/articles/havas-asda-graphic-design-160524 ## Cite this Rebrand Log, "Asda new logo (2024)", https://rebrandlog.com/rebrand/asda-2024/, last updated 2026-10-20.