LISBON, Portugal, 2017-Sep-28 — /EPR Retail News/ — The Jerónimo Martins Group’s new corporate identity was unveiled this morning when it officially inaugurated its new Logistics Center in Valongo.
Sara Miranda, Director of Corporate Communication and Responsibility for the Group, explained that there is good reason for this change: “The previous identity was designed in 2003, when the Group’s reality was very different from what it is today. Fourteen years on, we are a multinational Group, focused on the food business and determined to continue to grow. Our visual identity no longer reflected our brand’s reality. Celebrating 225 years was the perfect time for a change”.
Four agencies were invited to submit proposals for the rebranding project, two in Portugal and two in England. All four met the requirement of never having worked with a brand from the Jerónimo Martins universe.
English agency The Partners was chosen for the job, as its proposal was the one which best found a balance between tradition and modernity, past and future.
The new logo has a strong and distinctive typography that conveys the Group’s focus on the future and on growth, through the graphic design of the acute accent on the letter “o”.
The palette of vibrant colours used for the logo is inspired on the several stages of the day and on the light which characterises it. The different and complementary typefaces give the brand flexibility and personality which allow it to express cultural diversity. The combination of all these elements resulted in a distinctive brand which has the necessary impact to take the Group into the future.
Nick Eagleton, Creative Director at The Partners, said that what most inspired him in this challenge was “discovering a brand with such an amazing story and culture that was so in need of a new and inspiring way of telling that story to the world.” He added that “the key challenge was finding the perfect balance between capturing the long and extraordinary heritage of the brand, and at the same time conveying the dynamic, forward-looking spirit that has driven them over all those years.”
Also relating to the Group’s 225th anniversary, and already under the new brand, an corporate ad campaign, focusing on the Jerónimo Martins Group values and culture, is set to rollout – on the radio, in the press, online and across the ATM network.
SOURCE: Jerónimo Martins
Rita Fragoso – Head of Media
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