May Tsui
Metro Corporate Identity
For many years, Metro has been recognized by the quality of their service and the professionalism of their retailers. The recent environmental achievements helped Metro to evolve and to build a deeper connection with the community, therefore an innovative corporate identity is needed in its evolution. The new corporation’s logo features seven squares forming an arrow pointing upwards. Different shades of green and blue were applied on the logo to bring out the lively and energetic mood representing the company’s strength as well as enthusiasm in the marketplace.
The logo is designed to present freshness and unity of the corporation and gives the audience a concept of providing them a friendly and comfortable environment. This mark is well suited for use in a wide range of identification, promotion, and advertising applications aimed at the general public. This design serves the corporation’s mission statement very well; these seven shapes represent the seven branches of expertise that holds Metro together for so many years and helped establish a knowledgeable reputation. These seven branches are filled with professional expertise who will be able to provide useful advices to the audiences: The Deli Expert, The Bakery Expert, The Meat Expert, The Seafood Expert, The Cheese Expert, The Produce Expert, and The Wine Expert.
The use of color is very unique and suits perfectly with the supermarket identity; the seven shapes not only represent different fields of expertise Metro provides, their colors also allow the audience to feel refreshing. The primary typeface was custom designed specifically to bring out the unique characteristics of the corporation.
