3D rendered prototype for volumetric supermarket roof sign
Auchan Logo Redesign Proposal
As the final assignment for Sagi Haviv’s Logo Design course, I decided to rebrand the multinational supermarket chain Auchan. I did my best to apply what I learned in terms of understanding the client, concepting with three main criteria in mind, future-proofing the options, and properly presenting the logo in relevant contexts.
This is just a concept, there is no brief and no feedback from the client (so far), but it is also an opportunity that gave me more strategic and creative control over the result to shape what I considered fitting for this brand’s future.
Essential Criteria
Inspired by a course I took last year taught by Sagi Haviv I wanted to implement a new addition to my design process: the three essential criteria for memorability in logo design. As Haviv says from his experience, in order for a logo to be memorable it must be appropriate, distinctive and simple. These were my guiding principles in this endeavor.
Context
While the current Auchan visual identity works just fine I foresee some needed touchups in order to prepare it for the future. As it stands I have noticed that the brand uses the bird symbol in various contexts outside of the logo, but due to its visual complexity it usually doesn't flawlessly adapt to other formats such as posters or social media pages.
Logo concept for rebranding Auchan
Considerations
The logo I settled upon honors the heritage of Auchan Retail and the values of trust, excellence and openness while guiding the next step in the brand's evolution. My aim was to balance the distinctive nature of their current logo that makes it recognizable to their audiences with the simplicity needed to ensure longevity and versatility in the future.
In order to retain the human-centered approach I chose to use a humanistic sans serif font for the name. The choice of keeping everything lowercase was made in order to convey a rejuvenating feeling of modern accessibility of an informal nature. The choice of colors was not altered, just tweaked in terms of proportions in order to evoke a clean and simple modern aesthetic.
3D rendered prototype for rebranding Auchan Minute stores found in Asia
Thank you!
