wow factor

Australia's biggest supermarket chain is getting a bit carried away with itself.

Today they begin a massive rebranding exercise with this new logo.

On their website they accompany it with the following..

"Australia's new symbol for Fresh Food".

When companies start to think of themselves as "countries" I start to wonder.
If Australia ever gets symbol for fresh food, I'll let you know.

As for the logo, "skinned", "hollow", "empty" and "veneer" come to mind.

By all means replace the previous tagline, "Fresh Food People", with an expensive new logo. Just don't presume it's a National symbol.