ROCHESTER, N.Y. Wegmans is harkening to the past.
The family-owned grocery chain announced Thursday that it would adopt a new logo for its stores, a script-style logo reminiscent of the 1930s and 1940s. The Rochester, N.Y.-based chain was established in 1916.
The chain will change to the new logo gradually, starting with advertisements and then moving into employees’ uniforms and then into bags. High costs may delay changes to storefront signs from the current block-letter logo, first introduced in the 1970s.
“When we looked back at some of our earliest logos, they conveyed the warmth and personal attention to detail that we hope reflect our brand,” said Colleen Wegman, daughter of chief executive officer Danny Wegman, in a statement. “The family culture in our company continues to grow.”