KrogerCopied

For generations Kroger's logo was a white wordmark inside a blue oval, with a long stroke curling from the top of the K over to the G. On 6 November 2019 the company "debuted today its new logo and brand transformation campaign," alongside a new tagline, Fresh for Everyone.

The release describes the logo as "a contemporary evolution" that "reflects the company's strong, food-rich heritage by retaining the shape and movement of the iconic 'K' and 'G' loved by generations of Kroger customers." The oval is gone, the letters are blue on white, and the typeface is rounder and lighter. Blue stayed as the signature colour because, the company said, it "signals safety and trust to customers."

The work came out of Kroger's new partnership with DDB New York, which it had named its first creative agency of record that July. The launch also brought the Kroji, a cast of animated emoji-style characters, and a mass media campaign. Grocery Dive noted that although the branding included a revamped logo, "the logo is largely absent from the new ads and creative materials." "Kroger chose Fresh for Everyone as our leading brand message because it is inclusive, clear and memorable," said chief operating officer Mike Donnelly.

The identity kept growing. In September 2021 Kroger added the Fresh Cart, a shopping cart drawn with the same swooping line and a citrus slice for a basket, which Supermarket News reported would sit next to the wordmark across its banners. "The cart speaks to the history and heritage of grocery," said marketing vice president Mandy Rassi.

On X, shoppers were not all convinced. "I saw the new #Kroger logo and thought of #ihop," one wrote, while another warned that "if the tentacle in this new Kroger logo gets any longer, it'll qualify as an eldritch horror."