Stop & Shop for a New Logo

Giant Food and Stop & Shop, two sister companies that represent a pair of the nation’s largest regional supermarkets have shed its previous identities for a bowl of fruit — or a plant — or, um, a multi-colored flower thingy. In any case, gone is the Giant-on-your-side G and the stop lights.Myself, a native New Englander, I have to admit that I’m sad to see the Stop & Shop logo say goodbye. That red and green traffic light, while paired with some heavy-handed typography and an even heavier containing shape, had an amazing amount of brand recognition for two colored dots. I’m convinced that in my original neck of the woods, you could stick that traffic light symbol up in front of anyone at all and they could recognize the company without fail. I’m