Title
Supermarket Esselunga

Designer
Max Huber

Year
1957

Client
Supermarkets Italiani

Medium
Logotype

Notes
Logotype for the first Italian supermarket chain. The peculiar design of the initial letter determined the name with which the chain was immediately called by everyone: Esselunga (Long S), that soon became the official name of the stores. The initial letter was originally designed as a contour drawing but soon used as a filled shape. Starting from the 1960 the letter was also used together with a new logotype reading Esselunga, redesigned during the early 1970s. The initial S is still used today.

Tags
Swiss