I haven’t bought groceries at Giant in over 2 years, I was driven off by the outrageous prices which followed the introduction of the “Bonus Card”, and by the often-lackadasical service from a largely demoralized workforce. The only business that I still do there is perscriptions, for all of my other gripes with Giant, I do trust their pharmacy.

I’m not superficial enough to be “wowed” by a new logo. I do most of my grocery shopping at Mars, whose logo is probably more dated than the “Big G” was perceived to be. Price, selection, cleanliness and service “get it” for me, not corporate eye candy or an in-store Starbucks.

I saw the new logo on a trailer for the first time today, nothing spectacular, but probably cheaper than the super graphic banners (“Freshness shown actual size”) they have been using the last few years and certainly cheaper than the old “Quality you can count on…” and “Fresh ideas….” schemes (Some of those are getting really shabby looking).

A classic logo need not be dated. General Electric and Union Pacific both have logos that are over 100 years old, and still used with little or no change. Texaco still uses the star and T after “freshening” it a few years ago, and Safeway has revamped their “S” logo twice in the last 30 years. No reason it couldn’t have been done to the “Big G”, a new font perhaps?

Nice try, but it won’t bring me back. As far as I am concerned, they could just as well have put “Stop and Shop” on the stores. “My Giant” is dead and buried.

Stop & Shop and Giant are both owned by Amsterdam-based Ahold/Royal Ahold. That might explain the change in both chains…

Possibly a setup to eventual name change/merger with Stop & Shop? Could be long-term brand segue, mate.

Mark : I think that between Bloom, Superfresh and Whole Foods, the nature/organic angle has already been covered. Their (Giant’s) latest marketing campaign has been all about everyday low prices, so I am pretty confident that’s the positioning they are going to stick with. While I’m not denying that change is a good thing, one could argue that too much change can be hurtful. The G is near and dear to a lot of folks’ hearts around here. And while it could be confusing for folks visiting from out of town, that is NOT the target audience they need to be worried about.

Christina : Agreed, Giant needed this. They will really have to step up their actual product offering in terms of freshness and variety at the same time. I just feel like it’s too close to Bloom – and Bloom is a NICE store. Even more expensive than Giant…As for the Sun redesign – I like that they are not trying to pretend they are a paper with National influence. Bringing “Baltimore” back in I think is a good move. I haven’t seen the actual printed paper – just the billboards here in Baltimore City.

What do you think about the Sun’s redesign which rolled out at about the same time? This design is all about looks to the detriment of content.

I would have loved a modern take on the Giant G w/ integrated typography. While GIant was ready for an upgrade, the new logo appears to be trying to hard.