The new Woolworths logo is an identity for the the major grocery store. It replaced the old one which was just the word Woolworths with red and green strips on either side.

It's function is to create a long standing mood and appearance of the store as a reliable, fresh food place. It would also call its customers to become loyal and attached to an establishment with a face rather than a faceless corporate enterprise.

It is seen at all their store, staff uniforms and Woolworths petrol station.

The design is slightly controversial for two reasons. Firstly Apple Computers tried to sue Woolworths for having an identity to close to their own. See here for link http://newtech.aurum3.com/images/apple-woolworths-logo.jpg.

Secondly the graphic has a gradient of two green tones. Most designers would say this is a noob effect that is too trendy, but because Woolworths is so well established and they have a large online presence they seem to get away with it.

They sue two different type faces. The 'Woolworths' is in a new light san serif type face which re-enforces freshness and crispness. The 'fresh food people' is in a very pleasing subtly rounded san serif. It is organic and again re-enforces the freshness of the produce available. The f's are also the same shape as the leaf on top of the apple.

What attracted to me the most is the 'fresh food people font... I wish I had it.

Words to describe the logo can include:

• Fresh

• Innovative