Winn-Dixie is a Jacksonville, Florida-based grocery chain founded in 1925, operating neighborhood grocery and liquor stores across Florida and southern Georgia as a subsidiary of The Winn-Dixie Company.[1] The company has been known as Winn-Dixie since 1955, when Winn & Lovett merged with the Dixie-Home Super Markets chain.[2]
Design and History
Winn-Dixie has incorporated a checkmark into its identity since 1958.[3] The checkmark traces back to the Kwik Chek stores the company acquired in the 1960s, which were often operated under the name Winn-Dixie Kwik Check.[4]
In 2006, as the chain emerged from bankruptcy, Winn-Dixie introduced a brand-new logo featuring a check mark between “Winn” and “Dixie,” accompanied by the tagline “Getting Better All the Time.”[5] A further refresh appeared in 2016 with the reopening of a remodeled prototype store in Jacksonville, which included a small tweak to the company logo.[6]
On January 21, 2026, Southeastern Grocers officially became The Winn-Dixie Company, completing a corporate rebranding that included a refined logo, brighter color schemes and the new tagline “Bring Home More Good.”[7] The company described the new marketing approach as a “sweet-and-sassy tone of voice.”[8]
Meaning and Symbolism
In the 2026 update, the lettering in the Winn-Dixie wordmark was made fuller with some shapes rounded off, and the checkmark at the center of the design was made noticeably bolder. Combined with the “W” from Winn, the checkmark creates a stylized grocery cart icon, serving as a compact abbreviation of the chain’s longer name, particularly the parent company’s new name, The Winn-Dixie Company.[3]
The refreshed identity uses a brighter red, called “Meat,” and a creamy white, called “Bread,” as core colors, complemented by an extended palette of “veggie-inspired colors.”[3]
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