Shufersal, Israel’s largest supermarket chain, has used a red-based visual identity for decades. The company was founded in 1956 and was the first supermarket chain in Israel, originally operating under the name Super-Sol (in Hebrew and English).[1] The name Shufersal is a portmanteau of the Aramaic shufra (שופרא), meaning “premium,” and sal (סל), Hebrew for “basket.”[2]
Design and History
The original company logo for Super-Sol was designed by Jean David, a noted Israeli graphic artist.[1] An early printed advertisement from the company’s founding era shows the name “Super-Sol” in both Hebrew and English with the logo printed at the bottom of the sheet.[1]
In 2005, the company introduced a strategic growth plan that created three supermarket categories under the Shufersal umbrella.[3] The Hebrew Wikipedia entry for Shufersal includes a file description noting “the company logo until 2005,” indicating that a visual change accompanied this strategic shift.[4]
The current Shufersal mark consists of the brand name in Hebrew lettering accompanied by an abstract symbol rendered in red.[5] The red color has been a consistent element of the brand’s communications, described by the design firm Portnov Mishan, which handled Shufersal’s investor relations communications, as “selected to star in the headings” of the company’s materials.[6]
Meaning and Symbolism
The company name itself carries documented meaning: shufra is Aramaic for “premium” or “quality,” and sal is Hebrew for “basket,” together conveying the idea of a quality shopping basket.[2] The red color was deliberately chosen to feature prominently in Shufersal’s brand communications, emphasizing the company’s leadership position in the Israeli retail market.[6]
Typography and Design
Shufersal’s visual identity uses a coordinated design language spanning fonts, colors, and photography to convey the brand message consistently across both online and offline channels.[6] The brand’s private label packaging, developed by the Israeli design agency Neo Group beginning in 2005, was designed to communicate values of positive thinking, simplicity, honesty, and friendliness through its visual identity.[7]
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