Longo’s, formally Longo Brothers Fruit Markets Inc., is a family-run grocery chain in the Greater Toronto Area, founded in 1956 by Italian immigrant brothers Tommy, Joe and Gus Longo. The company’s visual identity has evolved through several documented brand refreshes, most notably a 2011 rebrand and a later urban-format adaptation for its “Market by Longo’s” stores.
Design and History
Longo’s current logo is a wordmark that incorporates the Longo’s name alongside an iconic leaf symbol. The leaf has been a consistent element of the brand’s identity across its various iterations. The company’s branding has been managed by Toronto-based retail strategy and design firm Ampersand Studio, which has worked with Longo’s for more than a decade. Ampersand oversaw the launch of the Market by Longo’s store format, handling both the branding and retail design of the urban market concept. [1]
In 2011, Glen Kerr, Principal of Ampersand Studio, led the design team on a rebranding of Longo’s under the tagline “a fresh tradition.” This rebrand established the foundation for the company’s current visual identity. [2]
Following the 2011 rebrand, Ampersand Studio developed a refreshed logo specifically for the Market by Longo’s urban format. This refresh incorporated capital letters, a modern font and the iconic Longo’s leaf. The Market by Longo’s concept was founded in 2006, with stores featuring smaller footprints than the company’s full-sized Longo’s locations. [3] [2]
Meaning and Symbolism
The leaf element in Longo’s logo is described by Ampersand Studio as “the iconic Longo’s leaf,” and it was retained in the Market by Longo’s refresh to maintain continuity with the parent brand. According to Glen Kerr, “It was important to reflect Longo’s tradition for great food. We stayed true to Longo’s existing brand while creating a unique experience for the urban foodie.” [2]
Typography and Design
The Market by Longo’s logo refresh, developed by Ampersand Studio, incorporated capital letters and a modern font. This typographic update was part of a broader branding strategy for the urban market concept, distinguishing it from the parent Longo’s brand while retaining recognizable elements. [3] [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.
