The Kroger Company is the nation’s largest traditional grocery chain. The Dayton and Cincinnati Division broadcast a weekly show to communicate their weekly sales goals to store employees. After the show scored low marks on a survey taken by employees Kroger Television (KTV) began making changes to improve the show’s content and focus.
The new brand, NOW, is an acronym for “news of the week” and communicates the shows value—direct communication of the weekly ad to store employees. The logo evolved from the familiar Kroger oval and color scheme. The pointed elements symbolize the hands on a clock to represent time—NOW.