Kroger
Kroger is an American retail corporation operating supermarkets and multi-department stores across the United States. It is one of the nation's largest food and grocery retailers, serving millions of customers daily.
Kroger logo
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Kroger brand colors
#144A98
#99A4C9
#FEFEFF
History
1946–1961
Loewy Redesign
Designed by Raymond Loewy
Raymond Loewy's studio overhauled Kroger's visual identity in September 1946, consolidating dozens of regional store labels under a single wordmark. The redesign accompanied a broader standardization of Kroger's house brands and advertising, marking the company's first coordinated national identity.
1961–1998
Cursive Script
Introduced in September 1961, this mark replaced Loewy's blocky letterforms with a flowing script wordmark paired with a stylized K emblem. The softer, handwritten quality signaled a shift toward friendlier retail presentation as supermarket competition intensified in the postwar era.
1998–2014
Modern Script
A 1998 update refined the script with cleaner geometry and a more consistent stroke weight, dropping the separate emblem in favor of a unified wordmark. The revision brought the logotype in line with the cleaner, more legible standards that major grocery chains adopted through the 1990s.
2014–2019
Blue Script
The 2014 refresh shifted the wordmark to a deeper blue and tightened the letterforms, giving the mark greater contrast on packaging and signage. Traces of this version persisted on some Kroger private-label products through early 2025 as the transition to the current logo continued.
2019–present · current
Fresh for Everyone
Launched November 6, 2019, alongside the "Fresh for Everyone" campaign, the redesign replaced the longstanding script with a custom geometric wordmark. The overhaul marked Kroger's first dramatic identity change in over 58 years, introducing a warmer palette and simplified letterforms suited to digital and in-store display.
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