Dixy is a Russian convenience-store chain founded in 1999, with its first store opened in Moscow. Since 2021, the chain has been part of the Magnit Group. Its visual identity has undergone several documented redesigns, most recently introducing purple alongside its traditional orange.
Design and History
In 2011, Dixy implemented a new marketing strategy and radically redesigned its corporate identity. The main element of the new logo was the letter D inscribed within an orange disk. The company described the symbol as easy to remember and intended to serve as a graphic identifier making Dixy instantly recognizable among urban signage. The redesign followed a 2010 market study that indicated the brand needed to become more striking, modern, and memorable. The project involved Saatchi & Saatchi Russia for creative and logo development, and CampbellRigg for store design and brand book development.[1]
In 2016, Dixy Group developed its first group-level logo, created by the agency FITCH. The mark used the letter D, combining the signature colors and graphic elements of the Dixy, Victoria, and Megamart brands that belonged to the group. It was intended for use in corporate-wide communications and on private-label packaging as a quality mark. Individual chains’ corporate styles remained unchanged.[2][3]
In late 2023, Dixy launched a new store concept and remodeling program. The company stated that Dixy’s traditional orange color would now be complemented by purple, which it said symbolizes the brand’s uniqueness and modern-day approach, while the revamped logo and updated typeface would highlight its openness and affordability.[4] Russian retail media reported that the company updated the font on its logo and added purple to the store design.[5]
In 2024, Dixy began testing a new ultra-small store format called Dixy GO. The logo for this format was made in purple, which had previously been introduced into the visual concept of the core Dixy format. The GO! sign was described as representing energy and speed.[6]
Meaning and Symbolism
Orange has long been Dixy’s corporate color. In the 2011 redesign, the company described orange as symbolizing good feelings from a pleasant shopping experience, while the original typography was meant to create a sense of novelty and modernity.[1]
In the 2023 update, purple was introduced to complement orange. Magnit’s press materials stated that purple symbolizes the brand’s uniqueness and modern-day approach.[4]
Typography and Design
The 2023 store concept update included a revamped logo and an updated typeface, which the company said would highlight the brand’s openness and affordability.[4] Russian retail media likewise reported that the company updated the font on its logo as part of the new concept.[5] Specific typeface names have not been publicly documented.
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