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; as well as a new display font by Colophon Foundry, in order to stand out more and convey a more friendly message.
It fully launched in June 2024, as part of Asda’s summer campaign, Serious About Summer, also created by Havas London.
Notes 1Minority ownership, majority-owned by Grupo Carrefour Brasil. 2Minority ownership, majority-owned by EG Group since 2021. 3Minority ownership, majority-owned by KKR 4Acquired by Fandango, which is co-owned by NBCUniversal (70%) and Warner Bros. (30%). 5A subsidiary of Flipkart in India.
