X5 Group retail chain

May 2018

X5 Retail Group entered the Forbes ranking of the world's largest companies public companies Global 2000 in 2021. This year the company announced a rebranding. The company has updated its logo for the first time in 15 years. It was developed by the LINII branding agency.

The group's activities have gone far beyond food retail, covering various digital services in the food market and related areas. The company removes the word Retail from its name, becoming part of a huge ecosystem — X5 Group. The group's strategy provides for presence at all stages of the "customer" journey, which begins long before entering the store.

The focus of the X5 group of companies is now on sustainable development, part of which is concern for the community, health and the environment. Therefore, in the new logo, the strict orange arrow was replaced by a green leaf, symbolizing freshness, health, and care for the environment.