Josie Olderog
Portfolio

Josie Olderog
Portfolio

Josie Olderog
Portfolio

Aldi — Brand Manual

Spring 2024

This updated brand manual brings a fresh, modern look to Aldi while staying true to everything people already know and love about the brand. Outdated design elements have been removed and replaced with a brighter, cleaner feel. 


Many elements stay the same such as color and the overall sleek style. I created a flexible logo system as well ass color palette, typography, and merchandise/product packaging mockups.


This project is a conceptual rebranding created for educational purposes only. I am not affiliated with Aldi, and this work is not endorsed by or associated with the Aldi brand in any official capacity.

I lead the comprehensive rebranding of The Closet, a student organization at ISU that provides free apparel—primarily business attire for professional endeavors—through donations and volunteer work. As the Design Officer, I developed a fresh identity from the ground up, incorporating feedback from our executive team, with the launch planned for January 2025. The rebrand will add a fresh, bold, and fun visual identity to the organization.


The final deliverables included a Brand Manual outlining typography, logo systems, color palette, patterns, graphic elements, and mockups. The branding draws inspiration from ThredUp's rebranding, which destigmatized secondhand clothing by emphasizing fun and fashion. I’ve added a vintage feel to resonate with our primary audience while designing adaptable logos (stacked and vertical) for diverse applications. The new branding transitions from The Closet's roots in its semesterly Pop-Up Shop to reflect its evolution into a permanent, impactful resource for students.


Skills

Typography

Adobe InDesign

Paragraph and Character Styles

Adobe Illustrator

Branding

Color Palettes

Collaboration and Communcation

Setting Deadlines & Self-Discipline


Additional Images

Logos

The new Aldi logo system is friendly, modern, and classic. It incorporates colors from the current branding system. It is also highly flexible, with versions for both dark and light backgrounds, as well as horizontal and vertical applications.

The slight curves of the typography give a welcoming feeling, and the three lines continue the iconic imagery of Aldi's current logo.



Typography

Rethink Sans is a simple yet welcoming and warm typeface was chosen for the forefront of the brand.

*Please note that Rethink Sans is the brand's primary typeface, however Apertura is used in the logo.

Color Palette


The color palette directly pulls from Aldi's current branding, which are already strong and represent the versatility and positivity of the brand.

Aldi's Iconic Reusable Bag

It is important to keep Aldi’s reusable bag simple but impactful, as it is a method for visual reach outside of the Aldi store. Those who do not shop at Aldi will be impacted by the design that is out in the real world, and a pleasing and peaceful design for this product particularly can improve how the public views Aldi’s brand identity.

Contact

LinkedIn

Email

Josephine Olderog

Josephine Olderog

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