Lucky Stores is a California supermarket brand founded in San Leandro in 1935. After multiple ownership changes, the brand found its current home at The Save Mart Companies in 2007, where it operates stores in and around the San Francisco Bay Area.[1]
Design and History
Lucky Stores was incorporated in 1947, and a new logo was commissioned at that time.[2] The identity became widely recognized as the “famous red script Lucky logo.”[3]
After Albertsons acquired the chain and retired the Lucky name in 1999, the brand was revived when Save Mart Supermarkets purchased 130 Northern California stores from Albertsons in 2007.[4] Save Mart restored the Lucky name and hoisted the classic red script logo over storefronts to welcome shoppers back.[3]
In July 2015, Save Mart opened its first “Lucky California” concept store in Daly City, a rebranding effort described as a fusion of Bay Area culture and California-sourced products.[5] The company planned to rebrand all 72 Bay Area Lucky locations to the Lucky California banner.[5]
Meaning and Symbolism
For the 2015 Lucky California rebrand, Save Mart worked with the design firm Shook Kelley to redevelop the brand. The new logomark was described as an abstract aerial view of a California artichoke, with petals pointing inward as a symbol of coexisting cultures. The logotype’s joined geometric letterforms were designed to visualize connection while providing “a subtle tie back to the historic Lucky logo.”[6]
Typography and Design
The classic Lucky wordmark is a script rendition of the name “Lucky,” which was registered as a servicemark with the United States Patent and Trademark Office.[7] The LUCKY trademark, originally filed by Lucky Stores, Inc., was later owned by Albertson’s LLC and remains registered and renewed.[8]
Brand color data for Lucky Supermarkets lists a red tone (hex #EF3D42) alongside white and dark gray as part of the current brand palette.[9]
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