with a blast from the past!
Photo courtesy of hulkied's flickr photostream
A first look at Acme's updated logo in the newly remodeled Devon store! Acme reached back into its past to add something new to the company's dreadfully boring block letter logo. The addition is absolutely brilliant! As you can see, the shape around the letters is inspired by the world famous figh-eye logo of the 60's and 70's. The link to this photo was left by Matt under the "Spring Break" post from last week. He included some news about the Devon store…
I went into the Devon store today. My jaw dropped when I entered the store. They've come up with a new version of the logo. The block letters remain but they're now surrounded by a new, stylized fisheye. The new decor is very basic, but is VERY much an Acme in and out. Either the new fisheye or the block letters are on every sign in the place, Lancaster Brand has HUGE signage, the corner deli returns, and the walls feature slogans like "SERVING YOU SINCE 1891" and "THE HOUSE THAT QUALITY BUILT". They did their homework here.
Matt has just sent in some additional details...
...unfortunately I didn't get pictures - I wear my Acme fleece everywhere and I didn't want anyone to think I was suspicious! I don't know if I'd call it "great" - the new look is a bit warehousey. The lancaster brand sign above the prepack meat cases is a simple decal, for instance. (It was converted from what might have been a full-frills Albertsons decor.) One interesting thing is that this store, while it has a Pharmacy, lacks any Sav-on branding. There's no signage outside, and the sign above the Pharmacy says "FOR YOUR HEALTH". (Granted, that's next to what I think is the dairy wall, which has "THE HOUSE THAT QUALITY BUILT" instead of the section name.
I'd describe the interior as a blend of the Albertsons Market decor, lower-budget PFH, but most of all, a lot of the quirkiness of older Acmes, like the colonial and checkerboard decor. And the Acme logo is EVERYWHERE! Aisle markers, department signage, checkout lights, you name it. Either it's the New Fisheye or simply the block letters, but it's clear what store you're at. No Albertsons leaf, no Albertsons seal.
I don't know if this decor has shown up anywhere else yet. Willingboro I think is using the Bryn Mawr decor [it is… pictures can be seen here] , while 10th and Reed, from at least one photo, is based on Albertsons Market decor, though if Devon is any indication I would not expect any leaves.
One thing is for sure - when I was in Devon, I felt like I was at an Acme. Not an Albertsons or a Supervalu. An Acme, like American Stores used to run. This is what happens when you have competent management!
Another new decor package? I just wish Acme would pick one and stick with it. As Matt said, the recently remodeled store at 10th and Reed in Philly also has a new package not yet seen in any other store. The latest version of the Premium Fresh and Healthy package is also alive and well as it continues to pop up in remodeled stores. Perhaps it has now been retired with these new packages being used in the most recent remodels.
Back to the logo… I would love to see this logo make its way to the outside of the store but I'm betting this will be a similar update to what's going on at Jewel. New logo inside, old logo outside. You can see Jewel's update, which is very similar to Acme's and equally as successful, by clicking here. I am hoping to do full coverage of the Devon remodel in the near future.