GIANT rebrands as The Giant Co.

GIANT Food Stores has taken the step to do a major rebranding effort, changing its name to The GIANT Co. and using a new logo.

The new name and logo was unveiled Wednesday at the company’s annual business meeting held in Hershey. The new GIANT logo can be seen on the exterior of The GIANT Center in Hershey and at its headquarters in Middlesex Township.

Over the course of the year, the logo will be integrated into its 186 stores and operations across four states.

“For nearly a century, we’ve been a trusted part of the communities we serve, helping families come together to share a meal and create special memories,” said Nicholas Bertram, president of GIANT. “For us, food and families go hand in hand and as we look to our future, we wanted to make sure our name reflects all we aspire to be as an omni-channel retailer.

“We are proud of the role our brand has played in connecting millions of families, and as The GIANT Co., we will continue to passionately serve our customers and communities for a better future,” he said.

The logo for each banner in the company’s brands of stores, including GIANT, MARTIN’S, GIANT Heirloom Market, GIANT DIRECT and MARTIN’S DIRECT, has been redesigned. The most notable characteristic of the new logo is a leaf added to part of the “A” in each banner’s name. Company officials said the leaf signifies The GIANT Co.’s “commitment to growth and freshness.”

A “contemporary color and design scheme” has also been added to the logos.

“Even though our name and logo are changing, our commitment to the families we serve isn’t; in fact, it’s only getting stronger,” Bertram said. “Starting with the heart and soul of our company – our more than 33,000 team members – The GIANT Co. will live its purpose, providing a simplified experience and inspiring fresh ideas, while creating healthier communities for today, tomorrow and beyond.”