Ocado will be redesigning its new ‘Zoom by Ocado’ logo after users took to social media to compare its likeness to the Russian battle symbol drawn on tanks and other military vehicles in Ukraine.
The logo, which the online grocer only unveiled last week, features a pink circle with a hand-written white ‘Z’ in the centre – which has been compared to the ‘Zwastika’ as it also uses a hand-drawn white ‘Z’.
“It’s not usually the longest page in a brand briefing document but ‘avoidance of invasion-based logo likeness’ is usually a given,” PR agency Emerge CEO Emily M Austen told the Grocer.
READ MORE: Ocado revamps delivery service branding
“In light of current circumstances we are making a small change to an icon ahead of our upcoming Zoom by Ocado rebrand,” an Ocado spokesperson added.
“Our thoughts are with the Ukrainian people and everyone impacted by Russia’s invasion of their country. The human tragedy unfolding in Ukraine, and the refugee crisis along its borders, has shocked the world.”
However, the controversies have also extended to Ocado’s partner Marks and Spencer who has kept 48 branches of its Turkish franchisee’s business in Russia open. While M&S has suspended shipments, its Russian stores continue to operate.
Ocado has also assured it has supported relief efforts in Ukraine as it has “contributed £150,000 to the DEC Ukraine crisis appeal to help provide food, first aid, shelter, medicine, clothes and other aid to those most in need.”
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