The Sommer’s brand starts with its signature and logotype/wordmark. Due to the broad nature of the brand, the signature needs to be very versatile, yet remain distinct. The bold colors give the signature a modern feel that will stand out well against Sommer’s competitors in the high-end grocery market. The modified typeface ensures that it will be recognizable and not easily confused for other brands, and the heavy weight of the wordmark makes it legible at a wide range of scales and distances. The leaf suggests that the brand is focused on more environmentally friendly and organic products, however, it is subtle enough that it doesn’t suggest that the brand is solely focused on those products.
Brand Standards Manual (.pdf)