Founded in 1956, grocery chain Winn-Dixie has been using a checkmark as part of its identity since 1958. (See the complete logo history at https://logos.fandom.com/wiki/Winn-Dixie.) By definition, a checkmark signals the satisfaction of securing an item on a shopping list or completing a chore. In a recent WD brand update, the checkmark has a new role.
The lettering in the new Winn-Dixie wordmark has been plumped up, and some shapes have been rounded off. The checkmark at the center of the design is definitely beefier. Combined with the “W” from Winn, the checkmark creates a stylized grocery cart icon, a very handy abbreviation of the chain’s longish name (especially the parent company’s new name, The Winn-Dixie Company).
The colors in the refreshed identity include a brighter red—called Meat—and a creamy white—called Bread—as the core colors. These are complimented by an extended and brighter palette of “veggie-inspired colors.”
