Brand at a glance
Explore Kroger’s move from a traditional blue grocery wordmark to the softer Fresh Cart identity built for stores, apps, and delivery.
Rounded lettering and a cart-like smile adapt a long-running grocery identity for stores and digital services.
Official source: Kroger official company information
Kroger relied for decades on a recognizable wordmark with elongated letterforms and a strong blue color. The name itself became a dependable sign across many store formats and regional markets.
Pickup, delivery, loyalty apps, and prepared food expanded the identity beyond a building sign. The logo needed to feel useful and welcoming in interfaces as well as on large storefronts.
The refreshed system softened the letters and introduced a curved cart-like smile beneath the name. It preserved blue recognition while giving the company a more energetic consumer voice.
Kroger’s evolution can be compared with Walmart and ALDI, grocery retailers that use a few strong shapes to connect physical and digital shopping.
Target
American retailer offering everyday goods through stores and digital shopping services.
The Home Depot
A hand-stenciled orange crate mark has carried the DIY warehouse idea with remarkable consistency.
Walgreens
A flowing red signature makes a nationwide pharmacy chain feel personal and familiar.