Designers react to the new Aldi logo

Budget supermarket chain Aldi has been a favourite amongst UK shoppers for 25 years thanks to its bargain prices. The German brand, which can trace its origins all the way back to 1913, has continued to increase its share of the retail market in 2017. To strengthen its position and appear more contemporary, Aldi has built on this year's success with a new logo design (above).

Bucking the trend of flat designs which have become par for the course in the last few years, Aldi has instead opted for a 3D look with a colour gradient. Designed by illion. Markensocietaet, the new logo will be accompanied by a refreshed product range and store redesigns.

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Dom Carter

Dom Carter is a freelance writer who specialises in art and design. Formerly a staff writer for Creative Bloq, his work has also appeared on Creative Boom and in the pages of ImagineFX, Computer Arts, 3D World, and .net. He has been a D&AD New Blood judge, and has a particular interest in picture books.