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Time to Rebrand Now, Jewel-Osco

January 10, 2013 - 8:00 pm


Having been sold recently to a group of investors by parent company Supervalu™ , Chicago chain supermarket brand Jewel-Osco now has the perfect opportunity to correct this long-standing and egregious crime against typography and good sense; with a thoughtful rebranding, starting with the above identity.

jewel-osco-exteriorIf you have lived in Chicago at any point in the past thirty years or so, this brand signature is as ubiquitous and familiar as it is painful to view. Just take a moment to appreciate the awkwardly scaled and weighted “J”; the toothy kerning of the characters, the artificial oblique lines, and the comically thick underlines!
Carpe diem, Jewel-Osco.



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