Stop! And shop...

When I was a child, the Stop and Shop logo made so. much. sense to me. You stopped, and you shopped. Red light, green light. The 5 year old me thought it was brilliant--just brilliant!--to use a stop light to convey stopping and shopping (Thank God I've moved on).



Well, Stop and Shop has recently rebranded itself (with a logo designed by Interbrand), and I can't decide if I like it or not.



The designer me hates the type--the ampersand and S in shop need to stop flirting and just hook up already. The icon itself has grown on me; at first I was not a fan (looks a lot like TBS, and I'm not an incredible fan of their logo either), but seeing it animated in their new commercials, I'm starting to like it. I really like that it can be interpreted as many different things: food, fruit, a basket...

However, the logo needs to look good and be appealing as a static entity, as well as animated. Had I not seen the animation, I'm not sure I would feel the same way about it.

Brand New has a good post, as well as some interesting comments on it here. You can also see some screenshots of the animation, and see how--in my opinion anyway--it makes the icon more appealing.