Salling Group is the new name for Dansk Supermarked. Salling Group is the company behind a line of strong brands. It’s the foundation that tie the retail chains together. It’s the foundation for customers and employees. And it’s the foundation that unites business talent and responsibility.

So, it was only natural to make the ’foundation’ a central part of the new graphic identity.

The identity is trustworthy and respects Salling Group’s blue and serious heritage, but more colours has been added to reflect a diverse and openminded company. The name is written in a classic Futura Bold – in ‘friendly’ lower-case letters – and the typography has been made lighter and added a dynamic 45° cut to match Salling Group’s dynamic culture. As a curiosity, an ‘all-in’ is hidden in the logo.

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