VELEDES, the Swiss Association of Food Retailers (Association suisse des détaillants en alimentation), represents the interests of independent food retailers across Switzerland, a role it has held since its founding in 1900.[1] The organization advocates for independent retailers such as Volg, Spar, Denner satellites, and petrol station shops, acting neutrally on behalf of its roughly 550 member outlets.[1]
Design and History
The VELEDES logo was designed in 1967 by Swiss graphic designer Hans Hartmann (1913-1991).[2] Hartmann was a prominent figure in Swiss graphic design, known for creating logos for major Swiss institutions including Swiss Railways (SBB), for which he designed a mark combining a Swiss cross with two arrows, as well as Swissair and the Swiss National Council for Road Safety.[3][4]
The mark is classified as a logotype-picture combining initials with representational elements, built around a single letter V with tool-related imagery.[2] The design reflects the practical, functional approach typical of Swiss graphic design from that era, using clean, straightforward shapes appropriate for a trade association serving the food retail industry.
Meaning and Symbolism
The logo centers on the letter V, the initial of VELEDES, which itself derives from the organization’s full German name, Schweizerischer Verband der Lebensmitteldetaillisten.[5] The representational elements tagged as tools in the design reference the practical, trade-oriented nature of the association and its members.[2]
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
