Axfood is a Swedish food retail group and the parent company behind grocery chains including Willys, Hemköp and City Gross. Its corporate identity is a typographic wordmark, distinct from the logos of its individual store chains.
Design and History
Axfood was founded in May 2000 through the merger of D&D Dagligvaror (which included the logistics company Dagab) and the listed company Hemköp, alongside the acquisition of Spar Sweden, Spar Inn Snabbgross and a voting majority in Spar Finland.[1] The company used the same logo from that merger until January 2019, when it introduced a new visual identity and logotype after nearly 20 years.[2]
The 2019 redesign was developed together with the Stockholm-based design agency Kurppa Hosk.[2] According to Axfood’s press release, the new identity was intended to reflect a modern and progressive corporate brand and to build a stronger internal culture.[2] The rollout began in January 2019 and continued gradually throughout the year across digital and physical environments.[2]
The new form was also designed to clarify Axfood’s role as a group brand, with the logotype differing in color and shape from the logos of its own store chains.[2]
Meaning and Symbolism
Axfood stated that it aimed to create a logotype that is strong, timeless and relevant.[2] The graphic element in the “x” is described as a subtle marker and visual simplification of the inspiration source: the ear of grain (in Swedish, “ax”), which is also the basis of the company name.[2]
Typography and Design
The 2019 identity features a stripped-down, uniquely developed typography that serves as a carrier of the identity, along with a warm, earthy color palette.[2] The design was described by Axfood as more pared-back typographically and warmer and more earthy in color compared with the previous identity.[3]
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.
