CINCINNATI – Out with the old, in with the new.
This is what Kroger does with its logo on its corporate headquarters.
The grocery giant announced Wednesday that it would replace signage at its Vine Street high-rise in downtown Cincinnati.
According to a LinkedIn post by Sayer Crompton, Kroger’s director of storytelling and visual communications, this is the first change to the logo since the 1950s.
“It’s not every day that we get to change an iconic part of the Cincinnati skyline,” Crompton wrote.
The new logo includes a blue shopping cart to the left of the blue “Kroger” lettering. The shopping cart is Kroger’s “Fresh Cart” symbol, which, according to the supermarket chain’s website, combines two of its core values, innovation and freshness, into one.
Provided by Kroger
“The ‘Fresh Cart’ symbol embodies our brand’s purpose and promise to nourish the human spirit by making fresh food accessible to all,” Kroger said.
Kroger further said that the actual design of the new shopping cart icon was created using the curve of the letter “K” from the logo. The new icon also looks like a citrus slice to symbolize the country’s largest supermarket chain’s commitment to freshness, Kroger said.
According to Crompton’s post, the old signage on the building has already been removed.
Provided by Kroger
Crompton said downtown visitors should look for the new signage next month.
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