Ocado is redesigning a new logo for its Accelerated Zoom service less than a week after its launch, 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 swishy white Z on a pink circle background, last Friday. But on Thursday, the company said it was rethinking after its design quickly drew comparisons to the “Zwastika”.
A campaign group reported the logo on Twitter alongside a Ukrainian flag. He tweeted: “What a time to initiate a rebrand using a white ‘Z’.” Another observer said it was “not a good time for Z marks”.
Emily M Austen, founder and managing director of public relations agency Emerge, told trade newspaper The Grocer, which first reported the logo change: “It’s usually not the longest page in a ‘a brand information document, but “the avoidance of logo resemblance based on invasion” is generally a given.
Ocado said on Thursday, “In light of the 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 people of Ukraine and all those affected by Russia’s invasion of their country. The human tragedy unfolding in Ukraine and the refugee crisis along its borders have 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, clothing and other aid to people who need it most.”
The issue is the latest embarrassment for Ocado after the company was criticized for its association with Marks & Spencer, its joint venture partner on UK grocery deliveries, whose 48-store franchise in Russia continues to operate despite the suspension of shipments by the British brand.
Most Western brands are distancing themselves from Moscow by closing stores and halting manufacturing, although the change is more difficult for those with franchise partners.
The latest move came from Marlboro cigarette maker Philip Morris International, which said on Thursday it was working on options to exit the Russian market as it had become too complex to do business there.
The company, which recorded about 6% of its total revenue in Russia last year, said it had halted sales of several cigarette products and canceled all product launches this year. The company also reduced manufacturing in the country, but said its 3,200 employees in Russia would continue to be paid.
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