Giant Food, as part of a strategy to refresh its image as it tries to better compete with other grocers, is officially unveiling a new logo today.
The region's largest grocery chain is replacing the current logo - the name Giant encased in a large letter G - with a more colorful symbol, which is "designed to represent many things to different consumers (bowl of fruit, plant, flowers, ingredients, breads, etc.)," said Ashley Cheng, a spokeswoman for the chain. The chain hasn't updated its logo since 1963.
The first new logo will appear on the storefront of the Georgetown Square Giant in Bethesda today. Giant will roll out the logo and new store offerings at other locations over the next 24 to 36 months.
Giant said last month that it would reinvigorate its stores by adding amenities such as a hand-held scanner that enables consumers to ring up purchases as they shop and a remote deli ordering system. It is also renovating stores.
The chain is working to reverse eroding sales and regain market share.