Good Store, Awful Logo I:
Superfresh Food World, Bloomfield, NJ
Welcome to our new series, Good Store Awful Logo! Our first Good Store Awful Logo is the new Superfresh Food World in Bloomfield, NJ. Let's take a look at their logo before the store, so you can appreciate its full atrocity.
Just take a minute and let it sink in. So at first glance, they took the Superfresh logo, got rid of the s-in-a-circle design, split it in half, and added their own Food World logo. But no! Compare their lettering in "Superfresh" to the official Superfresh logo from the Key Food website:
Image from keyfood.com.
Upon closer inspection, we see that the lettering is different. Compare the e's, for instance. Close but not the same! Now let's focus on the Food World logo in the center. Random palm trees off-center? Check. Black-and-white globe clip art? Check. Unreadable script? Check. Wings growing out of the word "Food"? Check. It sure looks like this logo was put together in Microsoft Publisher with a bunch of clip art. But enough criticism! Let's take a more cheerful look at the store itself, which is actually quite good.
When I visited in May, the day after they opened (they opened on May 6), the exterior renovations the landlord was planning had not yet begun. The store was still in progress. The monument sign, for instance, still had the A&P shape and a banner over it:
with a dark grey A&P FOODMARKET awning across the entire storefront.
Image from AFI Management Company.
Some time around 2010, when the company began using the simplified logo, the awning was removed and a simple A&P logo was put up. While it had the potential to look modern and minimalistic, it instead looked temporary:
Image from JoshAustin610's Flickr Photostream, which has pictures of just about every grocery, department, and drug store you can imagine in the NJ-NY-PA area!
Remember, I was here the second day the store was operating, so a permanent sign had not been put up yet for Superfresh Food World. Instead a banner was placed, slightly off-center, with the logo.
Image from Urstadt Biddle Properties.
The blank storefront to the right of SFFW is a Walgreens whose sign had not yet been put up. Let's head inside. Immediately inside to your right is an oversized, stylized version of the Superfresh logo (sans Food World), which is pretty cool:
Continuing around the store, dairy cases run along the back wall past seafood.
Superfresh Food World is a cool store but the logo is pretty horrible. Stay tuned for coverage of their second location in Belleville, NJ!