The new Asda logo looks surprisingly sophisticated

New Asda logo on a phone
(Image credit: Asda)

The British supermarket giant Asda has revealed a new logo and overall rebrand. And while it's traditionally positioned itself more at the economical end of the supermarket space, the new identity looks surprisingly sophisticated. 

Demonstrating the power of colour, the logo retains the same general design but now appears against a very deep, almost black, shade of green within a sticker-inspired oval surround, which makes it look very different. It's accompanied by a new typeface and colour palette for other pieces and a whole bunch of other stickers. It could even be one of the best rebrands of the 2020s.

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Joe Foley

Joe is a regular freelance journalist and editor at Creative Bloq. He writes news, features and buying guides and keeps track of the best equipment and software for creatives, from video editing programs to monitors and accessories. A veteran news writer and photographer, he now works as a project manager at the London and Buenos Aires-based design, production and branding agency Hermana Creatives. There he manages a team of designers, photographers and video editors who specialise in producing visual content and design assets for the hospitality sector. He also dances Argentine tango.