The bolded simple font letters indicate honesty and straight forwardness. It tells customers that the store has nothing to hide in prices and has no fine print. The image is of the letter 'A' which stands for Aldi. It also looks like a ladder, which is a reflection of the bare bones environment that the stores operate under in order to offer lower prices to customers. The color scheme is not pleasing to the eye, however, the orange and red does make the Aldi sign stand out while driving down the road.
Would you shop here based on the Aldi's logo? No. The logo does not indicate what store this is. The logo makes me think this is a tools or home improvement store rather than a grocery store.
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