Here is the new logo for Woolies from the good folk over at Hulsbosch and aren't they as pleased as punch to have re-branded two iconic Australian companies (Woolworths and Qantas) in the same calendar year. Nice work guys!

But lets be honest, what a sweet account to work on. You could get a two year old with crayons to do a better job than the old 1980’s Safeway hand-me-down. Sorry, I'm just green (and red) with envy.

This is what Hulsbosch had to say about the shape of the new icon:

• "W" for Woolworths
• The icon represents "people," the upper body of a person with outstretched arms – food is energy is life
• The round shapes signify friendliness, humanity, approachability and openness

This is from the Woolworths’ press release:

The new identity introduces a new icon incorporating a stylised 'W' with the addition of an abstract leaf symbol representing fresh food. It is also reminiscent of one of the most famous of all Woolworths logos used in the 1970s and it represents a person — as in "The Fresh Food People" and the Woolworths focus on its customers.

And finally, here is a little video for those who can’t be bothered reading but enjoy brightly coloured lights, on the history of the Woolworths’ brand.

So fair play to them on this clever little logo. I see an apple and if I squint I also can see a person’s arms raised in joy at being a member of ‘the fresh food people’. OK, I ad-libbed.

But as a whole I don’t know whether it works. The logo looks at odds with the brand name and tagline. It looks like they’re speaking two different design languages and were stuck together at the last minute. Also, is it me or does the ‘W’ curl (apple peel) looks weird – as if it’s drawn wrong?

Anyway, to finish off, here are some applications from Hulsbosch on how the new identity will look in real life.

Tags: Woolworths, Logo, Design