Editing Asda (section)

==== New brand identity ====
[[File:Asda Logo 2024 Dark Green.svg|thumb|Logo of Asda since 2024]]
On 16 May 2024, Asda launched the new brand identity, with new logo, typography and colour scheme.<ref name=":2">{{cite web |title=Asda reveals new brand identity as part of its Summer campaign – Serious About Summer |url=https://corporate.asda.com/newsroom/2024/16/05/asda-reveals-new-brand-identity-as-part-of-its-summer-campaign-serious-about-summer |access-date=22 December 2024 |website=Corporate }}</ref> It also features a new slogan: "That's More Like It", and new typefaces designed by Colophon: ''Asda Display'', ''Asda Subline'' and ''Asda Text''; in addition to fruit stickers and a new darker green colour. It also features unique features, such as a crossbar under the pence numerals.<ref>{{cite web |title=The Asda rebrand features fruit stickers and an unexpected approach to typography |url=https://www.itsnicethat.com/articles/havas-asda-graphic-design-160524 |access-date=22 December 2024 |website=www.itsnicethat.com }}</ref><ref>{{cite web |last=Hopkins |first=Lee |date=21 May 2024 |title=Asda's rebrand: a fruitful approach to branding |url=https://www.threerooms.com/blog/asda-a-rebrand-a-fruitful-approach-to-branding |access-date=24 December 2024 |website=Threerooms }}</ref>

The new brand identity has proved popular across the design community, with ''The Drum'' describing as "less shiny and corporate", "less American and much softer" and "honest, down-to-earth, playful style". However, a few people criticized the new brand identity, especially related to accessibility. In general, the new brand identity overall takes a fun, playful approach.<ref>{{cite web |title=Asda's rebrand is a hit with designers. Can it win over shoppers too? |url=https://www.thedrum.com/news/2024/05/29/asda-s-rebrand-hit-with-designers-can-it-win-over-shoppers-too |access-date=23 December 2024 |website=The Drum}}</ref>