Associated Food Stores
Identity
Few logos we've designed get as wide a distribution as the "the cart in the a" logo we did for Associated Food Stores in the early 90's, whose trucks move their branded products all across the Western United States. We were asked to create a mark that retained much of the visual equity of the logo that preceded it, but without the female shopper, which by 1990, had become anachronistic. The result integrated the letter and shopping cart into a unified form.