Dollar Brand

Dollar General has 8,400 retail stores, $10.5 billion in annual sales and everyday low prices on everyday products. Its new identity has been designed by Interbrand Design Forum, who share with us the positioning and rationale they worked with.Brand positioning: We provide top brands and quality alternatives to her at the lowest prices so she can provide her family with all the essentials and treats they’ll love. We understand she wants a great quality of life, but has to manage it on a modest budget. We operate the same way, with clean, no frills stores that provide ease, convenience, and friendly service to her. Helping her save time, save money, everyday. The identity design rationale from Interbrand: Our identity is our signature icon. As our brand ambassador, it proudly celebrat