Cashmart Wholesale Grocers was a United Kingdom-based wholesaler whose visual identity was created in 1968 by the London design consultancy Negus & Negus. The firm, run by husband-and-wife team Dick and Pamela Negus, was known for corporate identity work for clients including British Airways, Lloyds Bank and the City of Westminster.[1]
Design and History
The Cashmart Wholesale Grocers symbol was designed at Negus & Negus in 1968, according to the logo archive LogosBrands, which catalogs the mark under the wholesalers industry category for the United Kingdom.[2] The archive categorizes the design with the tags “3D logos,” “Stripes logos” and “Negative Space logos,” indicating the mark incorporated dimensional, striped and negative-space elements.[2]
Negus & Negus was the successor to Negus and Sharland, a practice established in 1951 by Richard “Dick” Negus and Philip Sharland. The partnership became Negus & Negus when Pamela Negus joined, replacing Sharland.[1] The studio’s client list during the 1960s included John Laing, Godfrey Davis, Lloyds Bank and the City of Westminster.[1]
Historical directory records place Cashmart at 347a Cherry Hinton Road in Cambridge, listed under “Cash & Carry Traders” in Kelly’s Directory of Cambridge.[3] The company operated as a cash-and-carry wholesale grocer serving the UK market.
Meaning and Symbolism
Documented symbolism for the Cashmart Wholesale Grocers mark is limited. [2] The name itself combines “cash” and “mart,” reflecting the cash-and-carry wholesale model under which the business operated.[3]
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