Our perspective at VantagePoint

Brand Identity Failures and Successes

One of my most anticipated emails comes from Brand New Weekly, which provides insightful critique of recent brand identity designs. The majority of their creative reviews consists of well-conceived before-and-after logo face lifts, but when some fall flat, they’re not afraid to mock or ridicule.

Here are a couple recent comparisons and one new logo that I’ve selected and graded.

Nature’s Bakery: A

Image from Brand New

Nature’s Bakery’s new logo and packaging brings a smile to my face and will stand out on grocery shelves. The design not only captures their family-owned bakery appeal but also speaks to parents seeking healthier snacking options for their families. This is a brand with strong differentiation that can continually deliver on its promise in providing hearty whole grains and real fruit with health-conscious claims like gluten-free, dairy-free and Non-GMO Project verified.

Kroger: C+

Image from Brand New

Kroger recently unveiled a new logo and slogan “Fresh for Everyone.” Both Kroger and I are Cincinnati natives, and I have to admit I was underwhelmed by the new slogan and disappointed in the lack of differentiation between everyone else that offers “fresh” in the retail grocery arena. While the look and feel of the Kroji caricatures are meant to keep Kroger fun, how does this actually differentiate them from competitors like Whole Foods, Walmart, Aldi or Publix? Further digging led me to their brand positioning stating Kroger wants to be seen as a leader in selling fresh, more affordable food. I would have stayed with the (unofficial) “Let’s go Krogering” phrase to capitalize on their local affinity, neighborhood convenience and consistent quality.

Greenville Triumph Soccer Club: A

After a successful inaugural season in the United Soccer League (USL) D3, what’s not to love about Greenville Triumph’s new team and logo design? Although this logo is completely new, not a brand transformation, I’d still like to point out how well considered it is. The team’s crest pays homage to the Blue Ridge Mountains and the rivers that contribute to the beauty and livability of Upstate South Carolina. I’ve been seeing the logo gaining both local and national traction, appearing on car magnets and clothing apparel.

What do you think of the logos I’ve graded? Have a logo or brand identity transformation of your own for evaluation? Sound off in the comments below.


  • John Byers says:

    Fully agree with Jon’s critique of the new Kroger logo. “Fresh” is way overused in supermarket ads/themes/logos. After all, it is a quality that is fully expected in any supermarket.’S produce, meats and “best when sold by” packaged products. They darn well better be fresh.

    Here in aAnsas City, the biggest supermarket chain is Price Chopper — and it uses “fresh” in conjunction with “economy.,” so it’s pretty effective, and a big step ahead of Kroger.:

    : “A Fresher Way To Save..”

    Not only “fresh,” but “fresher” hints at superior quality too. Drives home the idea of lower prices tas well..

    Can’t blame Kroger for not doing a makeover on its type face — it is immediately recognizable by its customers, without the need to actually read it. Customers merely identify it on sight — a much smoother from flow from eye to brain.

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