Ocado is redesigning a new logo for its fast-track Zoom service less than a week after it was launched, after drawing comparisons to the Russian battle symbol used on tanks and other military vehicles in Ukraine.
The online grocer unveiled the logo, featuring a white swishy Z on a pink circle background, last Friday. But on Thursday, the company said it was having a rethink after its design quickly drew comparisons with the “Zwastika”.
One campaign group flagged the logo on Twitter alongside a Ukraine flag. It tweeted: “What a time to launch a rebrand using a white ‘Z’.” Another observer said it was “not a great time for Z brands”.
Emily M Austen, the founder and chief executive of of the PR agency Emerge, told The Grocer trade journal, which first reported the logo change: “It’s not usually the longest page in a brand briefing document but ‘avoidance of invasion based logo likeness’ is usually a given.”
Ocado said on Thursday: “In light of current circumstances we are making a small change to an icon ahead of our upcoming Zoom by Ocado rebrand.”
A 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.
“As an organisation, we have 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.”
The issue is the latest embarrassment for Ocado after the company drew criticism for its association with Marks & Spencer, its joint-venture partner on grocery deliveries in the UK, whose 48-store franchisee in Russia continues to operate despite the British brand suspending shipments.
Most western brands are distancing themselves from Moscow by closing stores and halting manufacturing, although change is more difficult for those with franchise partners.
The latest move came from the Marlboro cigarettes manufacturer, Philip Morris International, which said on Thursday that it was working on options to exit the Russian market as it had become too complex to do business there.
The company, which booked about 6% of its total revenues from Russia last year, said it had discontinued the sale of several cigarette products and cancelled all product launches this year. The company has also scaled down manufacturing in the country but said its 3,200 employees in Russia would continue to be paid.
