United Supermarkets unveiled a new logo for its upscale Market Street banner during a special ceremony at its 11th location, scheduled to open Jan. 9, 2013, in Lubbock, Texas.
The logo is the first result of a major brand initiative undertaken by the Lubbock-based supermarket operator almost a year ago. “We have been working on creating a comprehensive brand strategy for all our retail brands,” explained Monica Schierbaum, senior director of marketing for United Supermarkets LLC. “When we completed the strategic work for Market Street, we felt the existing logo did not fully represent the brand strategy.”
The brand initiative is a key component in the company’s strategic plan, according to CEO Robert Taylor.
“Our business has become more and more competitive, with new stores and formats offering very compelling alternatives for food shopping,” Taylor said. “It’s vital to our future success that we let current and future guests know who we are and what we stand for. We have to make sure we offer them things that are relevant to them.”
The new logo is symbolic of Market Street’s uniqueness, Schierbaum explained. “Market Street is a different kind of store, a store where you will find spectacular fresh food, unique gourmet ingredients, healthy and organic foods as well as your everyday basics. Our new logo has two typefaces, one to represent ‘Everyday’ and one to represent ‘Gourmet.’”
The logo features a grapefruit, which is the state fruit of Texas, with a spoon intersecting the graphic design.
The family-owned grocery chain operates 51 stores in Texas under four distinct formats: United Supermarkets, Market Street, Amigos United and United Express.