We're looking for a new LOGO for the food channel (Poli)

The logo should have 3 different versions, according to the following suffixes:
1 – Poli SUPERMERCATI
2 – Poli IPER
3 – Poli MINI. The MINI brand is not official. Thus alternatives to the MINI suffix should be proposed.

Poli text and graphics should be identical in the three versions; the suffixes 'SUPERMERCATI', 'IPER' AND 'MINI' may vary (for example, by color and/or font) to differentiate the formats.

The new logo should:

• consider Poli's tradition and history as a cherished inheritance, keystone of its image with customers. Thus it is essential that the change is inserted in a reassuring context. Therefore, instead of a revolution, we are looking for an evolution, consistent with what Poli was and is today, even if with its sights set on the future (for further information, see current logo market research abstract);
• be consistent with the coordinated image and communications project guidelines developed for all stores so as not to create discrepancies between the external sign and the store interior (for further information see enclosed file POS ICC project);
• create an across-the-board sign identity for the 3 formats (Poli supermarkets, mega stores and "mini" stores) while still differentiating them;
• clearly include the Supermercato (or Super), Iper and Mini suffixes;
• be easy to position as both a sign and signature for informative material such as leaflets, catalogues, various advertising materials (for further information see enclosed file informative material examples);
• consider architectural application problems on store fronts which highly differ (for further information see enclosed file photographic store front examples);
• synchronize with the REGINA brand on both the sign and informative material level (for further information see enclosed file photographic store front examples and informative material examples) ;

!!!Update as of August 5!!!
Hello,

Here are some advances on the brief in light of the screening of the proposals. We kindly ask all creators, those chosen and those who would like to post new proposals, to watch carefully.

EVOLUTION OR REVOLUTION?

We evaluated all the proposals and saw that there was more than just a partial modification of the logo but tended to restyle the logo. We gladly considered good proposals that dared to go beyond the old logo but that at the same time stuck to it, are consistent with it and that are traceable to the old logo.

USE OF COLOUR

We'd like to see the use of colours for the different formats, relative to the suffixes, as follows:

• POLI red
• SUPER blue / sky-blue
• HYPER orange
• MINI green

USE OF THE SUFFIXES HYPER - SUPER AND MINI

We would like the suffix to be harmonized with the logo and give immediate information on the size of the format (sale point). Creators can use uppercase and lowercase letters depending on the suffix.

DECLENSION ON SIGNS AND COMMUNICATION MATERIAL

Signs

At least one of the proposals for the SUPER and HYPER signs should be packed in a box. Tags should be plain and not overly irregular because this causes adaptation problems on the sides and excessive production costs. All proposals for signs, either placed in boxes or with a tag, should be seen on a picture. At least one viewing of Super Poly should be together with Regina.

Communicaiton Material

We would like to see evidence of the application of all three proposals (Hyper – Super – Mini) on the flyer/loyalty card: Where the Poli logo (without suffixes) lives with Regina on the home page of the internet site

USE OF THE PINWHEEL

The pinwheel could also be replaced, evolving in a similar sign that brings the pinwheel to mind.
!!!The end of update!!!

The Poli customer, although included in an extended target concept, typical of food distribution, stands out for some aspects. He tends to be younger than those of Poli's main competitors, is employed and is part of a more open and modern family where shopping is divided by several family members.     

We want our customers to recognize the new brand and appreciate the renewal that is still consistent with the current image.

Customers recognize Poli's net strengths as assortment, fresh produce quality, management efficiency and service innovation.

We offer quality products and services at convenient prices through average-large sized points of sale, efficiently developing the distribution network and furthering complete customer satisfaction.

• Quality
• Convenience;
• Tradition;
• Innovation.

• Signs;
• Informative material (Balance Sheet, Financial Statements, Various communications);
• Advertising material (Leaflets, Catalogues, Print advertisements, TV commercials, Website …);
• In-house and POS consumption material (bags, staff uniforms, various bags and containers, letter head, business cards …).