# Woolworths new logo (2008)

> Woolworths launched a new logo on 22 Aug 2008, designed by Hulsbosch. Woolworths swapped its red capitals and green tagline for a lowercase wordmark and a new green icon: a stylised W with an abstract leaf for fresh food, which also reads as a person.

## Key facts

- Brand: Woolworths
- Launched: 22 Aug 2008
- Studio: Hulsbosch
- What changed: Woolworths swapped its red capitals and green tagline for a lowercase wordmark and a new green icon: a stylised W with an abstract leaf for fresh food, which also reads as a person.
- Why: Woolworths announced on Friday 22 August 2008 that all Safeway supermarkets in Victoria would gradually be rebranded Woolworths, as part of an Australia-wide rebrand.
- Industry: Retail
- Logos: https://rebrandlog.com/logos/woolworths-australia-2008/before.gif (before), https://rebrandlog.com/logos/woolworths-australia-2008/after.gif (after)

## The rebrand, explained

Woolworths announced on Friday 22 August 2008 that all Safeway supermarkets in Victoria would gradually be rebranded Woolworths, as part of an Australia-wide rebrand. The release said 189 Safeway stores would progressively take the Woolworths name and new branding, with recently refurbished stores going first.

It called this the first update to the Woolworths brand in 21 years. The new icon is a stylised W with an abstract leaf for fresh food. Woolworths said it recalls one of its best known logos of the 1970s and also represents a person, as in The Fresh Food People. The release credits the branding to designer Hans Hulsbosch of the Hulsbosch Agency.

"The rebrand will deliver shoppers a fresh new look to their supermarket while retaining the fresh food and exceptional value that they have come to expect from Safeway and Woolworths," said general manager of marketing Luke Dunkerley. The 2008 annual report says the new identity would be rolled out progressively across all stores and collateral.

In short: A W, a leaf, and goodbye to Safeway.

## Sources

- https://web.archive.org/web/20080920150716/http://www.woolworths.com.au/resources/safeway+supermarkets+rebranding+to+woolworths.pdf
- https://www.woolworthsgroup.com.au/content/dam/wwg/investors/reports/2008/183555_Annual_Report_2008.pdf

## Cite this

Rebrand Log, "Woolworths new logo (2008)", https://rebrandlog.com/rebrand/woolworths-australia-2008/, last updated 2026-10-22.