ASDA was formed in 1965 by the merger of Asquiths and Associated Dairies. The merged company was named ASDA Stores Ltd. ASDA purchased the GEM chain in the same year and rebranded the supermarkets 'ASDA Queens'.
Asda
1968–1970
Designer:
Unknown
Typography:
Helvetica
Launched:
1968
1970–1978
In 1970, the logo saw the addition of a 'wave' added to the wordmark.
1978–1986
Designer:
Unknown
Typography:
Helvetica (modified)
Launched:
December 1978
1986–1994
Designer:
Unknown
Typography:
Custom
Launched:
March 27, 1986
The familiar green 'Asda' logo was introduced in March 1986. The counters in the two 'A's were originally coloured, the right 'A' counter was always red but the left 'A' counter was either yellow or blue.
1994–2002
In 1994, the logo was redesigned; the lettering was altered slightly, and the 3D effect shadow increased in depth.
The 1985 logo was revised to match the newer logo and continued in use in television adverts.
2002–2006
In 2002, the three-dimensional effect was removed, in favour of a two-dimensional logo, but the colour was retained.
2006–2015, 2017–present
In 2006, the Asda logo became a brighter green.
2015–2017
Designer:
Unknown
Typography:
Slate (modified)
Launched:
January 2015
In January 2015, Asda introduced a revised logo featuring elements of the logo of its then-parent company , Walmart. Although introduced on packaging and branches throughout 2015 and 2016, this change was reversed in 2017. The 'spark' logo continued to feature on some products, yet to revert to the older logo.
In May 2024, Asda revealed a new brand identity, including a contrasting logo holder, new supporting colours, and a new display font by Colophon Foundry, in order to stand out more, convey a friendlier message, and distance itself from its previous Walmart ownership.
It fully launched in June 2024, as part of Asda’s summer campaign, Serious About Summer, also created by Havas London.
