Asda unveils new logo and branding as shoppers say 'it is gorgeous'

Asda has made a change to its iconic logo in a major rebrand. Asda has been hailed over the audacious move and surprise change, with shoppers and customers saying the new logo and branding is "gorgeous" after it was rolled out by the chain.

Asda, which is rivalled by the likes of Lidl and Aldi, as well as Sainsbury's and Tesco, has introduced a new green colour palette and shoppers say the new logo has a "gorgeous finish". The new logo has been receiving praise from shoppers on social media.

One user said: “Love it. One of the best brand refreshes in years. What a great and simple canvas to play with. So fun. So clean.” A second typed: “Love this! The personality really shines through." A third chimed in saying: “Love it! Perfect tone of voice and great progression of the existing distinctive assets."

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“Great stuff and some gorgeously playful copy. Well done," another said. David Hills, chief customer officer at Asda, said: “The launch of our new brand identity is a milestone moment in the evolution of our strategy. Our brand has a tremendous heritage and is much loved by the Great British public.

“We hope this new look and feel will help us stand out in the grocery market - bringing to life our personality and reigniting the strong emotional connection customers have for the Asda brand.” Lorenzo Fruzza, Chief Design Officer at Havas London added: ‘’When developing identities for brands like Asda, it’s important to remember that the channels they live in have evolved so much in recent years – they no longer just show up in traditional media channels.

"We have worked with Asda to create a new brand identity which stands out in the market and can flex across multiple channels – ensuring it’s relevant and meaningful to its customers. It’s been fantastic to partner with Asda on this project and push the boundaries of building the brand.”

Customers will get a first-look at the new look and feel throughout the Summer campaign, across TV, social media, press executions, CRM and The new colour scheme and branding is joined by the new strapline “Asda, that’s more like it.”

Asda’s new brand identity and Summer campaign have been developed in partnership with Asda’s lead creative agency Havas London.