Kroger: Rebranding

by Sukhui Jeong

In 1883, Bernard Henry Kroger opened a grocery store at 66 Pearl Street in downtown Cincinnati. Kroger is one of the world’s largest retailers and sells more than $115.3 billion annually. It also has almost 2,800 stores in 35 states under two dozen banners. their visual identity showed changes since 1961 but not to any great significance. Currently, all three logos that have been used since 1961 are being used inconsistently in various places such as public signs, printed materials, and products. New Kroger logo is simple, and the leaves in the O suggest a check and show it is a grocery market. The leaves also show freshness and include the meaning of ‘choose Kroger by putting a check’. The company logo shows different departments using different colors. The various colors of the ‘O’ show that Kroger has many departments. Using various colors, that there are various departments, it also emphasizes ‘One-stop shopping’ Kroger emphasizes.


Silver in Branding 2019, Non-Pro

Created by:

Design Director

Sukhui Jeong

Company/University or Design School

Savannah College of Art and Design(SCAD)