A&P Logo

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The Great Atlantic & Pacific Tea Company Logo
A&P, standing for The Great Atlantic & Pacific Tea Company, was the name of the famous grocery retail chain, which was founded in 1959 in the United States. The company, originally called Gilman & Company, was considered to be one of the largest retailers across the country, but closed all operations in 2015, declaring itself as a bankrupt.

Meaning and history

The Great Atlantic & Pacific Tea Company Logo-history


Though A&P was a company with a very rich history, its visual identity timeline is not so intense as it could be. The style and color palette of the retailer’s logo was set in the very beginning, and till the end of its existence, the huge chain kept the simple and minimalist approach to their designs.

1859 — 1976

The initial logo for A&P was created in 1859 and comprised a solid scarlet-red circle with a white monogram on it. The lettering was ornate and boasted rounded bold ornaments on the ends of the letters’ bars. The ampersand was executed in slim smooth lines and placed between the upper parts of “A” and “P”, is small and delicate.
The red and white color palette, representing passion, love, and loyalty, was a very good choice for the grocery retailer, whose main aim was to give people high-quality goods and products, which will make their warm cozy evenings at home better and sweeter.

1976 — 2006

The logo was first redesigned in 1976, and that was the only version of the retailer’s visual identity, where not only red and blue colors were used. The red circle got stretched horizontally and gained orange and yellow “elongation” on its right side.
The Great Atlantic & Pacific Tea Company Logo
As for the letters, they were also redrawn in a modern way. Now capital “A” and “P” featured a bold rounded sans-serif typeface with clean smooth lines. The ampersand was slightly bigger than on the previous logo, but was still thin and delicate, having an old-school feeling, due to its curved elegant lines.
The logo was nicknamed “Sunrise” due to its new color palette and was used by the company even after the redesign of 2006, in selected locations.

2006 — 2009

The simplicity of shapes and colors comes back to the A&P visual identity in 2006. The orange and yellow parts are removed, and the logo becomes more compact now. As for the lettering, it still uses the same typeface as on the previous version, but the letters a bit bigger now. The red oval is slightly shortened, which makes the whole image balanced and solid.

2009 — 2015

The last brand’s redesign was held in 2009. The company decided to come back to the original circular shape, replacing the oval with an intense red solid circle. The lettering of the new logo keeps the typeface of two previous versions. It was the last logo of the huge reputable American company, making the cycle complete — the A&P started with the circle and finished with it.