Woolworths debuts new group brand symbol

New group visual identity designed to better reflect group purpose and collective impact

Woolworths Group has debuted a new visual brand identity in an attempt to better reflect its collective businesses and impact.

The new symbol is designed to reflect fluidity, with waves and ripples converging on a horizon. It also uses a blue colour scheme. In a statement, the company said the new symbol is about showcasing both the connected and unified purpose that lies at the heart of its group vision, as well as the impact the organisation can have in partnership with others to progress change.

The new symbol was created in partnership with Re, part of the M&C Saatchi Group.

“The world is constantly changing and evolving and we need to do likewise,” commented Woolworths Group CEO, Brad Banducci. “The last two years have been a period of immense change. As a team, we’ve not only had to navigate a pandemic, but we’ve also made significant changes to the shape of our Group and the businesses and platforms within it. 

“It’s been an era of care for people, as well as partnership, innovation, inclusion and sustainability and being connected by a shared purpose has never been more important.”

Credit: Woolworths Group

It this power of creating better experiences together for a better tomorrow that Banducci said the group hopes is represented in its new group brand identity.

Chief marketing officer, Andrew Hicks, led the work on evolving the Woolworths Group purpose from 2020, bringing cross-functional stakeholders together to tackle the task. He said a commitment to this purpose was key to the design architecture.

“In designing the new symbol, it was important we represented what we stand for as a Group today and how we will continue to act in the future,” he said. “It all starts with ‘We’, with the multiple W’s embodying how together as Woolworths Group we can create positive impact. 

“The shape is fluid to capture the spirit of agility and adaptability whilst deliberately being an open shape to signal an expansive mindset welcoming partnership.”

Hicks said the new colour scheme and logo are also a reminder of shared commitment as a Group to a better tomorrow.

“The new symbol is only the start of how we are evolving the ways in which we communicate our Group’s collective impact to our key stakeholders, suppliers, partners, customers and our team,” Hicks added.   

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