Wegmans is a quintessential element of Rochester history and culture. The supermarket was started in 1916 by brothers John and Walter Wegman under the name Rochester Food and Vegetable Company, and remains a family-owned business today. People love Wegmans for its warm, bright atmosphere, competitive prices, exceptional prepared foods, and friendly service. Part of what makes Wegmans feel so comfortable and community-based is its visual identity. Wegmans’ branding, from items like granola bars to yogurt containers, is warm, illustrated, and colorful. Their logo, which underwent a refresh in 2008, is also a key part of their visual identity. For almost 50 years their logo was straight out of the decade it was designed, the 70s, very rigid, bold and angular. The more recent refresh stemmed from a desire to return to the company’s roots and feel “more like a family signature,” says now President and CEO, Colleen Wegman. The current logo is very similar to the original script logo from the 30s, offering a soft, welcoming, modern alternative.
