anything else is too vague to remember

with how far the branding world has come , there has to be a more dynamic and effective way to communicate pick n pays new brand strategy.

Im a tad pissed that it wasnt done by a south african studio.

having worked for pick n pay and being a designer myself i hated the horrible red and black conservative look...
They have had that identity since 1967 , its about time they had a bloody change.

I think its a good step forward...

and to all you stupid tosspotts out their who reckon that their baby/daughters/sons can do a better logo, thats the reaction a designer loves...a design has to be simple i think the new pnp logo has a reminder of the past but it also had the feeling of something new that looks optimistic and exciting.

I am a South African designer and I also work for Landor as a CD overseas. I actually agree that the logo should have been done in SA by a local agency. It may be modern in type but it also is quite unispiring in it's overall look - Raymond maybe you're looking for a quick Tesco buy out in the future?

inspired by you = every little bit helps?

ps. Landor also designed the Ackermans mark a few years back

The Angry Designer reckons the PnP logo has a
reminder of the past" - yeah . . . the SEVENTIES, the one decade famous for . . . NOTHING. Except perhaps lousy typefaces. It COULD have been done in SA. By the kids at VEGA. Tosspotts. (Cute word, Angry Designer.)

((a design has to be simple i think the new pnp logo has a reminder of the past but it also had the feeling of something new that looks optimistic and exciting.))

Written by someone who doesn't shop. It's not about the logo, Boet - it's about the people whom it will attract.

Good comment... I agree with what you are saying entirely about the logo - it maintains its origins, but puts a modern twist on things. Agree too about the agency though, support local.

It looks great and modern. I dont think the change of logo will change customers perception with pick 'n pay or the products because of its long standing years. I think it was good to update seeing that the logo was never changed previously.

I think the old one is better.why dont somebody come up with a totally new thing.

Please don't tell me that someone was paid more than R500 for that design?!

...and "Inspired By You"... sounds very 90's Woolworths and means absolutely nothing.

word on the street that this whole new strat and logo cost in the region of over one hundred million rand! AND it went offshore. surely our big brands should be supporting local talent?

I THINK THAT THIS IS THE MORE IMPORTANT QUESTION.
THE CONSUMER WILL DEFINITELY BEAR THE COST OF THE RE-BRANDING.

I THINK THAT THIS IS THE MORE IMPORTANT QUESTION.
THE CONSUMER WILL DEFINITELY BEAR THE COST OF THE RE-BRANDING.

PnP have never been renowned for their marketing and design prowess - they are traders from the top down and wouldn't recognise design excellence if it bit them on the nose...

The person who lays out their ads should be fired..... I've seen absolutely shocking ones in the newspapers!

The first logo was okay, but also there was no meaning behind it.The logo should represent the name, where in years to come you should be able to use it without the name and people should still be able to associate the two. Your nike for instant, and i can tell you if you do it right you will never have to change it not even in the million years. Make your mark for life and stop confussing your clients.

The new brand strategy is being launched... "Inspired by you." It would have been a good idea to interact with the consumers so that they at least feel that not only the products sold at PnP but the brand strategy was also inspired by us. When launching new strategies, one needs to ensure that it is relevant and true to the public, ensure that all loops are closed and everything is in synergy. Well done nonetheless, I don't foresee that this will negetively affect sales in anayway... which is most important. I must say though, the new logo is not inspiring at all. Luyolo

The colour combination induces illness and I'm sure I've seen those colours somewhere incheckers. The identity in general is poor. "Inspired by you" has a good ring but its hard to spot when you feel ill. This identity is the product of a work done by a foreign agency most likely out of touch with the local market. The people of that agency dont have to go to PnP for the next 20 years looking at that logo, so needless to say I think they would have put more effort into Tesco if they had a shot.

It's pretty good and hits a couple of good notes, but misses the opportunity to be truly great. In my opinion, moving from a serif font was a good way to feel more contemporary and current, and the new logo references the old one enough to give as smooth a transition as possible. I like the 'inspired by you' line and think it's going to work well for them as it resonates with their existing brand promise. My only real concern is the dark blue as it takes away the freshness of the pink. I'm thinking in terms of the in-store experience and wondering if a more vibrant colour wouldn't have helped convey freshness and energy. I suspect what happened here is that they were trying to stay close to the old palette, and I think it held them back.

great to see someone on this page has looked at the identity objectively.
and the statement about the blue and its use in store very relevant ... how does one use magenta and a lackluster navy blue together?

but time is the only true judge ... and i sincerely doubt a company of PnP size would just slap something together without truly researching the psychology of the design.

A very insightful opinion amongst all the noise!

Still undecided on whether or not I like the change: the "i" in "Pick" really bothers me, it looks uppercase. Re: colour scheme, will be interesting to see how this gets applied. On the packet it's way too clinical, much like a pharmaceutical brand.

I'm also very disappointed that this job wasn't kept local, we have amazing design talent in this country (Megan, your company's branding portfolio [http://www.joom.co.za/portfolio/branding] is a brilliant example) and I'm suprised PnP chose not to embrace this and show their patriotism for the local market.

But I can say that I dislike the new tagline, "Inspired by you". A little too gimmicky and contrived, and reminds me of Standard Bank's "Inspired. Motivated. Involved".

And hopefully they'll be redesigning their website too! It certainly needs a facelift.

Thanks very much. I completely agree that the packets are disappointing. Our CD made the very valid point that they missed an opportunity to play with that rounded-off-square device which they've used on other elements. My feeling was that Landor did the CI and another agency may have been handed some of the 'minor' elements. Either there was a disconnect or just a degree of resentment and lack of enthusiasm after not landing the CI. Who knows.

Loved your porti at http://coda.co.za/portfolio by the way - some great work. 'Nysna' made us laugh and laugh.

PS I've seen a couple of the TVC's - I have to say they're genuinely bad. The three I'm aware of all centre very strongly around young children, which seems a rather narrow focus, and the feel-good factor was very low for me. In one ad they're highlighting the fact that they try to keep your queue waits as short as possible, but the footage is of a young child screaming and crying in a very abrasive way, from the vantage point of someone trapped in a queue behind her. You're left with a stressed, tense feeling instead of the relieved sense of convenience and ease which should accompany a short queue. Very odd choices.

Crap. "Inspired by someone overseas" "Inspired by money" "Inspired by people who will never use the brand" - but not inspired by me. Or my fellow South Africans. What happened to "Proudly South African"?? Or is Mr Ackerman not proud anymore? Hmmmmmmmmmmmmmmmmmmmm

Surely they can do a lot better than that.

I totally agree with you, it took me 10 secods trying to figure out what they've really changed, changing just the colour is not creative enough

This was one of the few brands that had actually maintained some version of correct English. Yes, I know that 'n is not great, but it's still better than the n without an apostrophe.

Pick EN Pay.

Ugh. Not to mention the building block capitals. I agree - looks like an inhouse job.

It's always been a pain ensuring that the correct apostrophe appears in print, depending on the font.

I like the fact that the new logo is fresh and new - brands always need to re-invent themselves - however, i do not think the new look is memorable or very strong (the old brand had more personality)...i lik the new payoff line though!

strange Eurocentric flavour - shows lack of understanding of the south African market. Homogenous, lacks personality and equity.....?

To be honest, I think it looks a bit like a toy store logo now.

I hope they didnt pay a fortune for that... its really not very inspiring ...

I couldn't agree with you more - the agency definitely forgot the fundamentals of visual communication. Toy Store is what sprang to my mind!

The overall typography is fine, but why change the colours? Red and black were clear and distinctive. These wishy-washy colours are not very bold or South African. I miss the apostrophe too.

I think it looks good. It definately has the look and feel of European retailers such as Sainsbury and Tesco's. The fact that the design team were based in UK might have something to do with this. Change is good regardless.

Its so disappointing that this logo was done by a UK based company. They do not live in South Africa therefore how can they possibly attempt to design a logo that has anything to do with the South African Market. It looks cheap and British. Yuk! Viva South Africa, we have so much talent and greater mind sets in South Africa its embarrassing a proudly South African company chose to use a company in the UK. Talk about bashing the country's confidence. Terrible. Change is good when its for South Africans by South Africans. Looks like it was done by the same company that designed that retarded looking 2012 Olympics logo for London.
Shame, shame shame. Shame on you for going abroad with this Pick 'n Pay!!!!!

the logo is just a cleaned out version of the old and a poor attempt at that i dont think that the services that pick n pay does were considered for the end product i did a survey of my own but i couldnt find a single white/black person who liked it. so its a fail, product category was not interpreted


design & advertising student

If you're going to design a new corp id based on the inspiration of the SA market, then get some South Africans to design it. Pick and pay now looks like a small website design studio based in Sea Point (Today is about strengthening our heartland. Er, what?). I would have also prepared the public a bit more for the blow – the food packaging looks a lot better than the original white and blue – but it’s going to get lost on the shelf – all those years of getting accustomed the white version has just been wasted. So much for: watch out Woolies, here comes Pick ‘n Pay, oh, wait, Pick n Pay. But anyway, what the hell do we know?

Don't think Woollies has anything to worry about, they are streets ahead and left P&P way behind long ago.
My latest visit to a P&P Hyper left me with the impression that they have 'lost the plot' never mind all this money on new logos, packaging, products etc.!!!!

They missed the opportunity to involve their customers in this process. It is all about bad design and expensive rationale as to why this was a good idea. So sad

“Today is about strengthening our heartland.” - not sure how this stands in the face of appointing Landor out of the UK???

The old logo was 20 or 30yrs out of date. The new logo is 10yrs out of date.

You only have to look at the work of (a href="http://www.joefino.com/")Joe Fino(/a) to see how logos can be designed to be timeless.

All Landor has done is taken an eccentrically badly designed logo (that shouldn't have been made in the first place) and turned it into a bland 80s corporate design.

It is inoffensive but PnP is one of the most recognisable brands in ZA. It is a flagship ZA business that should have an international design.

The in-store experience reminds me Russia in the 70s, with their harsh lighting and dated design. The new colour choice and rebranding will not help addressing this issue, being too harsh and primary.

Lastly, the typeface choice says "Facebook meets a petrol station meets a techno house party flyer meets bland".

Average, could do better!

Where is the family feel, the trusted supermarket?
At least it conveys cheap prices!

We are fortunnate for this opportunity from bizcommunity to let us comment on the rebranding of Pick n Pay...

So lets please all do that and stop using this forum as a means of advertising your or your buddies website...

Get yourself a advertising budget and start respecting this forum. I have a company too (with better work) what now?, should i also be anonymous and advertise my site...?

did landor london do this or a local ad agency. wot a load of expensive crap. is this proudly SA or a snub to local design? how does anyone dare mess with a iconic brand and take it backwards?

Yup... Landor in London did it

I agree the old one had reached its sell by date (forgive the pun) but is this the best they could do?

And WHY is it being developed internationally? This is a South African brand through and through.

Where did they get 'Inspired by you' from, isnt this similar to someone else????

In any event why would i inspire them to change the logo and what say did i have in the matter anyway. The only inspiration they need from their customers is lower prices and price increases NOT in excess of CPI's et al. The people's salaries dont go up by 20 to 30% per annum do they???

This was a good move by Pick n Pay. The logo is now and it make you look forward to the new Pick n pay. They kept the red and i personally like the blue.

We might not like it, but their sale are going high from this!!
Congratulations PnP

Luck Seloro

Ok, so you must work for this company in some way, have no concept of creative design or advertising. I just don't get how you can think that this is in fact a good job.

I felt compelled to comment on your somewhat ill-educated remark. But then again, everyone has to have their own opinions and this is what makes us unique.

My opinion is one of utter shock and horror when i was given this Pick n Pay bag at the traffic lights this weekend. Only to discover this discussion board today. And become once again horrified at the knowledge that work has gone to an overseas company, but slightly relieved that it was'nt one of ours, (judging by the resulting comments on this discussion board!)

Good luck to Pick n Pay, i'm off to woolies!

Mickie

Would love to know which South Africans "inspired" that branding? Maybe a few Expats?

Really sad that Pick'n Pay went to the UK for such a very South African rooted Brand.

I'm afraid it has backfired.

I'm sorry, but it's not classy to take on Woolworths, it's not friendly to take on Spar, and it's not accessible to take on Shoprite. I don't think anyone would want to spend their hard earned cash in a computer mainframe.

well spotted you're right

It looks cheap and plain and not all that inspiring... It looks like something my kid sister did with her building blocks. The font reminds me somewhat of a competitor's... but at least it works for them.

And I've seen the press pack... I would've been more impressed if they'd been consistent in their use of "cherry red" instead reverting part way through... Those that have one - let's see if you can find the page with at least two different versions of red...

That is so Pep Stores!

Do you not know that Jesus is the King of kings, the Son of God. The highest of the high and the holiest of the holy. The judge on judgment day. Please don’t use His name in vain.

So religious tolerance doesn't extend to atheists then. Why am I not surprised. Do religious people ever consider that the rest of us have to live in a world torn apart by mystics who all claim to have the one and only hotline to eternity, thus justifying everything from bible-bashing to genocide. Don't you think it would be more sincere and useful to clean up your religion than other people's idiom.

Well said Jughead! Could not believe that comment myself...
JESUS MARY ANNE JOSEPH....methinks some people need to get over themselves.

Dude - take your bible bashing somewhere else

I have to agree! This is simply hideous! We have so many good designers in SA. We are REALLY disappointed PNP!!

too simple

if it's not broken don't fix it!!!!!!!

So how does this really bad logo get a 50% approval rating from a site populated by media experts? I'm already hating the new P&P - how about we run an unofficial competition to design a nice new logo for P&P - I'd keep the red, blue and white it's a classic colour combo that has everything (ok so that's why it's overused) - the blue is clean and serious, the red is, well, everthing red is - jolly, passionate, emphatic, foodie, the white is pure and give room to breathe and stand out. So clean up the typeface and voila! INSPIRED BY YOU is a crap slogan - think Standard Bank "Inspired, Constipated And Old"

The time they spent talking to their customers ended up in boring. It is the least inspiring thing I have ever seen plus a big slap in the face for South African design. This looks like a severe case of design by committee.

Can anyone explain the reasoning behing Y&R S.A referring Pick'nPay to Landor UK?? I want to cry! This really tears up the heart and soul of every proudly south african designer out there. I really would like to be informed as to why this was done in the UK? It is so so so disappointing. Anyone out there studying design - this is what you have to look forward to. A slap in the face of every South African designer working hard and making our brands beautiful and one of our biggest retailers go to the UK for a revamp. Im sure the designers who put this lard together havent a clue what Pick 'n Pay is. Probably took them a week and charged a fortune. Who made the call to have this done in the UK!? Its sucks so much! Makes me so sad as a designer to see this happen. Its really disappointing. How on earth can they be making this public? I am truly embarrassed to be a South African in London right now. Whoever made the call to have this done in the UK -you have disapponted South Africa. How can we be proudly South African when you have no faith in local talent and hard work?

100% with you!!! Where is the faith in us designers when they are asking a different continent to design this? This is a complete disgrace.

Let's not whinge . . . let's talk with our wallets. I'll shop at some of the fabulous new Spar's that have opened around town, and Woollies. Besides the fact that PnP appears not to be patriotic anymore, their stores are not what they used to be either. (Can anyone say "Shoppers can't get past TWELVE packers per aisle"??) The logo - and the choice of a UK firm to "design" it - is in keeping with the attitude of a company that's made it's money and doesn't care anymore . . . "Inspired by You to Shop Elsewhere, PnP"

It looks like a shelf packer designed the new logo during a lunch break!
"Inspired by you" that's as lame as "We care"!
Stay with the old logo and fire everyone who suggested they change it - then donate the corp ID revamping budget to charity!
What does Raymond think?

Looks like pac man can choose to park in the blue zone or the red zone. First reflection looked like a computer game, then studied it for a while and saw the parking signs. Not a winner.

It's been said above, but why no apostrophe? Technically it should be " 'n' " as the 'a' and 'd' from 'and' are omitted. Now there's no apostrophe NOR a dot on the 'i' which drives me up the wall. Are they taking a leaf from Builders Warehouse's book? (Does anyone else want to take a big black pen to all their signage?)

Must say I'm also apprehensive about this change from 'We're on your side' to 'Inspired by you'. Sounds a bit like Standard Bank's change from 'Simpler, better, faster' to 'Inspired. Motivated. Involved.' which many maintain was because they couldn't live up to their former tagline. Let's hope Pick'n'Pay is still on our side...

Yep time for a change and this looks fine. Aimed at the target market so spaced out wannabe respondents don't count!

To the marketing team at PnP - We wish you all the best on the launch of your new brand identity.

Congratulations

Taryn and the Go Banking Team

Thanks Taryn, nice to get something positive after all the hours put in!
Tanya

If I may ask?

just cos PnP is ur client u don't have to kiss their ass jus so u score points.

sies Taryn!

mmm, got to rethink this one, this is definately a poor attempt at contemporary design, try again!!

Terrible

Please tell me that Pick 'n Pay did not entrust the remake of a truly iconic South African brand to a UK crowd?

Dull and Drab!!!
Should have been eye catching !!!

I really hope this was not done by an advertising agency, and if it was they should be fired. The colours are depressing and bland. It looks like an in-house job done by the staff on an MSWord Program. It doesn't sit nicely with the eye. It's old fashioned and does not inspire anything, let alone a successful brand such as PnP. They should have stuck with the bold red & black which empitomises strength and boldness. Sad guys, this should have been award winning for such an outstanding, progressive company.Even the Pick n Pay 94.7 Cycle Race logo is superior to this poor attempt.

Its an evolutionary design change, possibly intended to remain recognisable but with a contemporary feel. The new logo definately has clean lines, the blue and red work well together. Having said that, the font type used is the new in-thing with designers these days - therefore making the new look "expected".

How refreshing to see a business like Pick n Pay move on. Personally I like the design - it is definitely much more up to date. I think we'll all be in a better place to judge once we see it in action!

they should have given this to my 2 year old

I think that this logo was a poor attempt made on creating a fresh new look for a 40 year old company. Y&R - something more should have been expected. As far as i am concerned, there is way more talent out there that should be sitting in this CEO's shoes. This not only looks bland, but makes SA in a whole, look like we are stuck in a time warp as far as design is concerned.

There is so much wrong with the logo...where to start.
They tried too hard to make it look like the old one, it looks like something someone would have tried to come up with in the early 90's rave era, same route Beechies bubblegum took for a few years, then changed back for good reasons.

The old Pick n Pay logo would be even more effective today due to the popularity of 60's and 70'd retro in the past 10 years.
But the new look is even awfull due to the uneven proportions of the text, and the font looks like a retarted version of Handel Gothic. Maybe the idiot that come up with it was thinking that the mistakes in the logo would make people pay more attention to it? But in this case its the biggest mistake as people would subconsciously think that shopping at Pick n Pay will irritate them as much as the logo does their eyes.

How uwfull, I actually started laughing when I saw it, and its brilliant for up-and-coming power independant designers that corporates might now think twice that good work will only come from agencies. Greater work can and will come from independant freelance designers and smaller studios. The UK and US corporate design work is being more and more invested in independants, and its about time we caught up. Shop around Pick n Pay!

I was just informed by a reliable source that Pick n Pay has so far spent R110 million to rebrand two stores with the new logo...

Looks like Y&R ripped Pick n Pay a new @sshole!
Haha!

Which idiot in his right mide would pay for that poor excuse of a logo???? Would really like to hear Mr Ackerman's thoughts now!!! Well done to the chop who would spend that much money on re-branding instead of putting that money to way better use!!! www.savethechildren.org.uk - millions of starving children who are deprived of education,food & healthcare, but here we have a champion who splashes cash on something so ridiculous!!!What has this god forsaken world come to & where are our priorities?

If you read the latest article you will see that it will cost a total of R110m to rebrand ALL the stores.

my source still had the figure right...
im so sorry about the two stores thing...

they still paid 110 mil too much...

That amount was not spent for two stores. Don't be ridiculous.

Rebranding involves more that a logo and tagline. They are really not what everyone should be commenting on. The rebranding involves restructuring part of the business, in regards to what the company will offer us and how they will go about running their business and the experience we have when shopping at PnP.

Come on people!!!!lets be objective here...the logo really is not that bad, its classically functional and it now better captures the essence of how the company wants to be perceived at this point in time, its lively and the unusual combination of colours make it that much more sticking...cant wait to see it action, I think you are going to eat your words, yes its not as unique as the old one but I really dont find it that disappointing...i think some of you are just mad because you did not get to design it...im just mad because it was not designed in south africa...

Gee you marketing people are stupid. You are all extremely jealous that none of you guys got in on the action. The mere fact that you guys are making so much noise, means one thing: publicity. The food and service will obviously speak for itself. No man in the street is going to walk away from a good product because you geeks think the brand is badly designed! Get over yourselves and put your tiny brains to better use.

In all seriousness, I think it's reasonable. There is more than likely a motive behind their decisions, and right now, we're only seeing a logo - Brands are far bigger than that.

I do however think their decision to take such a big account abroad as apposed to investing in South Africa's own flourishing creative industry is disappointing move on Pick n Pay's part - and as a result, reflects their true commitment to the country which made them what they are. It's a classic case of - please buy from us ...but we aren't going to buy from you. It's an economic principle that will cost them in the long run.

So that said, bring on the foreign competitors - If change is the order of the day, and globalization the entrée, I'd like a different menu thanks!

The pay off line "Inspired by you" reminds me of the SAB pay off-line INSPIRED BY A NATION pretty close lines if you ask me...mmmmm

Well, not that the logo will slow traffic through Pick n Pay doors but I'm not sure about the new FONT the old logo was elegant and memorable.Now it's as dull as a Spaza Shop Signage... the Agency Y&R should stop treating this account as their playground.

I think P'n P should remove their "Proudly South African" logo off their website - if they were so proud, they would have used the amazing talent that is in South Africa & not run to the UK!!!

I think I just vomited in my mouth...!

cause they know their design is way better than this shizzle...

Fresh, contemporary and differentiated.

It's too modern for a brand that represents good old family values

perfect for their on-line shopping site. big fan of PnP but this is a school project. too flat and one dimensional. where is all the heritage and traditional elements gone.

Looks very clean and has a touch of class and timelessness

Although it's a 'warmer' logo it does seem a little vogue-ish, which may mean it is going to date rather quickly.

It's perfect, clean and straight foward logo, the color is good "I like that [no bright color at all it's just perfect]"

off the mark completely.

for sure

You're cheapening the brand...

For a brand that is so intrenched in our currrent environment and is the most loved brand in South Africa I find it interesting that the new identity has been designed By Landor in the U.K. A "very proudly" South African brand, not designed by South Africans. Food for thought?

Just to point this fact out. Take a look who Landor London's MD is. A South African!

Cheryll is a SAAFA. Actually there are a few of us who work for Landor globally. For those not sure of the company - Walter Landor could probably be described as the father of modern branding and Landor is one of the best (if not the best) firms in it's field (landor.com). I don't think the new ID is great and it should have been done by a local agency - however just a word for those out there, we have 24 offices globally soon it'll be 25 ;) - Cape Town.

kinda like sunny skies, braaivleis and chevrolets? Looks like TESCO! I like it on the high street kensington (the one in the UK that is!)

I think the logo and creative work featured are of an extremely poor quality.What a wasted opportunity.

Fascinating that the only positive comment coming from an identified source was from Go Banking - part of the group. How many of the few other positive ones were from the disgruntled internal marketing team at Pick 'n Pay wanting to rescue some dignity?

It is a strangely simplistic solution to what should have been a great opportunity for injecting life and energy into a great brand. I would be interested to see the strategic work that guided this. I fear that it's more about Landor UK having a suave and persausive creative director, and PnP marketing people getting a boner by being able to dal with a London team.

For me the overriding feeling is amazement that PnP could justify sending this work to the UK. No - make that revulsion. They should be ashamed. Even some our old kronies who come under fire for tired old design work would have been a better choice.

Web site start up company logo - maybe but pick and pay - please. i wonder what they were charged for this terrible effort. surely it was researched - i can't believe the majority of their consumers will like it.

I agree that change should happen but it should not be done just for the sake of changing. Was research ever done to determine what the customers think? It looks horrible to me. Pick n Pay already have some free market research on comments posted here, someone should really look at them and see if they cannot renconsider their decision.

The logo is simple, effective and modern. This is about more than a logo. Pnp are re-inventing there entire corporate image. Ill bet half the ppl saying it sucks have just looked at the logo and had a quick winge without even taking a look at the new spec manual. I have one right in front of me and its a damn big step in the right direction. Dont forget this was designed by top designers, be it from the uk or otherwise and i get a funny feeling that there is most probably a reason why they are employed at a top agency.

and to all the students sayin how they would design a better logo please give me a break. Try come up with a logo that can inspire so much debate and reaction using a typeface and 2 colours. Try learn a lesson from this design.

New Products, New Logo, New Ideas - stop resisting change! Its exciting!!

The new PnP font looks very similar to the Facebook font. Its a conspiracy I tell you.

Who did this logo, i mean even my sister's attempt at designing a logo is better than this.

I heard that the design was left to some UK agency. I must ask, what in the world is wrong with South African Design agency? A major slap in the face for South African Agencies.
I prefer the old logo but can understand why some people may like the new logo. One thing that must be said however is that love it or hate it the logo is not really revolutionary and I am surprised that the executive committee has made such a decision. With the Internet being such a wide spread tool, and with Pick 'n Pay being a family name in a large number of homes I think it would have been in Pick n Pays best interest to allow for public vote before the new logo was decided upon (it public after all is the audience).

It looks dulls and boring. Not that eye catching. Old one is more alluring compared to the new one. Defenetly not inspired by South Africans.

facebook...

VERY original isn't it?

Actually reminds me of a thrift shop , like Oxfam , but replace , clothes with food ....
did I mention cheap and nasty , nasty nasty ....puts me off wanting to shop there or embarrassed to be seen with bags with this logo on it !

Sorry Tanya , try again ....

You wanted an honest opinion from the public , well this is what we think ...so back to the drawing board if possible ....treat it as a learning curve ....

Fonts are more than just fonts , they are psychology in disguise ;-)

So dull actually

another south african icon bites the dust.
is nothing sacred anymore? can we have just 1 familiar
image left alone?

If I wanted to re-brand my 40 year old company, what would I want to say to the customers who have helped me be the best among my peers?

I'd say to them: I'm a little bit more agile, a little less encumbered, somewhat sleeker, but essentially I am still the same place and you'll know exactly where you are when you see my logo.

Change for the sake of change is not a good idea when you're dealing with established brands. Smart marketers will already know that.

Good job!

Really disappointed that PnP clearly hasnt recognised our local talent...But I honestly think the new logo will work because it is really not that bad a design!

I love it! It is only when you see it against the old logo that you realise that the old one looked quite out-dated. This new one has fresh lines, sophisticated colours and looks very modern and contemporary. Well done to an innovative and leading-edge retailer! - Roxy Maqache

The logo doesn't come across so strongly, especially if it has to compete with the old one (that is so established in the customers' minds). It's not visible at all. A great deal of work has to be done to establish the NEW LOGO in the customers' minds. But hey, we'll get used to it-don't fret!

I think it is an harmonious move from where they currently are . It is not over engineered as are so many of todays CI's. It is simple and memorable. The whole brand overhaul is long over due and a fresh new face for an old trusted brand! Well done PnP and Landor.
It gets my thumbs up!

Well done.

I think the designers were spending way too much time on facebook instead of designing... the logo looks exactly like the facebook logo!!!! Or is just me??

Great Logo for a great PNP

Pick‘n Pay was certainly in desperate need of an overhaul, but the new logo hasn’t helped any. It smacks of design by committee. All those little ducks pecking it to death. It’ll be interesting to see how the in-store stuff turns out. Maybe it will all come together then. I hope so, because we sure don’t have many other pleasant food shopping options open to us. Checkers anyone?

Bland and uninspiring... inspired by who? The logo lacks communication. Is it an IT company, post office or bank? The old one was a lot more iconic. I don't think it reflects anything of a truly South African brand and it really feels like the local market have been robbed by aliens of an creative and relevant identity to probably the country's most famous and trusted consumer stores. It really is dissappointing this chasing after a global identity that fails to be identified as anything but a fence sitter... Completely boring and "safe"... too safe, the colours also dissappear into boredom. Cherry red was definitely more engaging and memorable with lots of life and energy. Looks more like the brand is willing to retire than step up to the plate.

It's not like Pick n Pay are being renamed and people won't know what they are or where they are. If anything the new logo emphasises a shift to a different, but similar look.

You can't tell me that somebody who has been alive in SA for more than 10 years isn't going to know what PnP is when they see that logo.

Sometimes it is necessary to modernise logos. If you can achieve that without being too radical you will be okay. Brand ID is important, so if they had gone and put in a totally new design it would probably not have worked.

This is change by attrition.

I think the change is refreshing.
Nothing fancy but definitley catching. Interesting choice of colours and i like the fact the name is not done in caps.
It will definitely appeal to it's customers.
Nice one
Obviously creatives and people in advertising will have alot to say but it's not meat to appeal to them

I think the change is refreshing.
Nothing fancy but definitley catching. Interesting choice of colours and i like the fact the name is not done in caps.
It will definitely appeal to it's customers.
Nice one
Obviously creatives and people in advertising will have alot to say but it's not meat to appeal to them

FYI, the logo was, in fact, designed by a South African. He just happens to work for Landor. BTW, Y&R is owned by the WPP group, which also owns Landor.

There are a few SA's at Landor (internationally) - despite this I still think the ID has missed many a great opportunity to be a true SA brand. Sorry Johan but I think you may have spent to much time at Tesco's.

Looks like Dick n Day

IT DOES! HAHAHAHAHA

Actualy this is very sad!

Well said!POOR design!

The logo design is quite nice and contemporary but I don't like the choice of colours. Blue and pink. Reminds me of a maternity ward in a hospital. Possibly why some people think that the logo reminds them of pharmaceutical products. Colours associated with fresh wholesome foods might have been more appealing.

All that experience, money, resources and time waisted. Very dissapointing. Have seen smaller companies with smaller budgets doing a far better job! Whats up with the facebook feel of the logo and colors are all wrong...

The typeface is very blockish (which results in the characters becoming isolated in their form requiring reduced kerning) and therefore there is no unity between the characters. Since the weight of the reversed out "Ps" and the rest of the characters are much the same it loses the interest the original logo had. I am not inspired by this attempt as is said in the POL and the font reminds me the late 90's which now feels a little childish (this is all subjective). I think they should have rather given the logo a fresher more dynamic feel by using a slightly italisised typeface. Yes, Pick 'n Pay is family, relaible and price consious but I think Pick 'n Pay also wants to be the modern family, fast and convenient.

Ok, ok - I know it's all about the new logo (which really isn't that bad, in my opinion). But does anyone else out there agree that "Pick n Pay" is rather a demanding, preremptory, marginally vulgar and altogether rather obscure name for a retail chain presumably intent upon enticing potential customers to do business?

Yes a new company with this name will never work????????