X5 Retail Group N.V. is a food retailer incorporated in the Netherlands and headquartered in Amsterdam, operating primarily in Russia under the Pyaterochka, Perekrestok and Chizhik retail chains.[1][2] The company has undergone two significant visual identity changes since 2007, each tied to a shift in corporate naming and positioning.
Design and History
The first X5 Retail Group logo was created in 2007 by the Moscow design firm Imadesign. The mark featured an orange arrow-like symbol whose shape echoed the letter X, intended to convey the company’s business activity and goal-oriented development. The logo used Helvetica as its wordmark typeface, chosen for its clean, strict grotesque character. Alternative color versions of the sign were produced in the colors of the Russian and Ukrainian flags for use by the company’s national representative offices.[3]
In May 2021, timed to the company’s 15th anniversary, X5 Retail Group launched a rebranding that removed the word “Retail” from the name, becoming X5 Group. The change reflected the company’s expansion beyond traditional retail into the broader food market. The new logo, designed by the branding agency LINII, replaced the orange arrow with a green leaf. According to Mikhail Gubergrits, creative director and founder of LINII, the leaf appears to gently shelter the letters X5, linking the wordmark and symbol into a single unit while remaining dynamic and modern.[4][5]
In October 2025, the company, now operating simply as X5, dropped the “Group” descriptor and updated its visual style while preserving the logo and corporate font from the 2021 redesign. The new visual identity was developed with the agency ONY, which introduced additional graphic techniques, a 3D language and a new photo style. The company also adopted the slogan “Main in Food” (Главные в еде).[6][7]
Meaning and Symbolism
The green leaf introduced in the 2021 logo was explicitly described by LINII and X5 as symbolizing freshness, health and care for the environment. Its upward orientation was meant to represent leadership, rapid growth and development. The company stated that the concept reflected X5’s focus on sustainable development, including care for the community, health and the environment.[5][4]
The earlier 2007 arrow symbol was chosen to reflect the company’s business activity and drive toward achieving its goals, supporting an image of reliability, solidity and leadership.[3]
Typography and Design
The 2007 wordmark used Helvetica, selected by Imadesign for its laconic and strict character.[3] In 2021, the company introduced a custom corporate typeface, X5 Sans, developed by the Russian type foundry Paratype. The font family includes Regular, Medium and Bold weights, with a separate X5 Sans UI variant reserved for websites and interfaces.[7][8]
According to the official X5 brand book, the logo is two-color and must always contrast with its background. On green backgrounds, monochrome versions are used: dark green on light backgrounds and white on dark ones.[8]
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