EvolveIT Logo

Retail Business Services (RBS) is the services company of Ahold Delhaize USA, providing services to five East Coast grocery brands: Food Lion, The GIANT Company, Giant Food, Hannaford and Stop & Shop. RBS provides innovative solutions by leveraging scale and expertise so its partners can focus on building great local brands. As a testament of RBS’ pursuit of innovation, the company was recently recognized as No. 25 of the Top 100 Best Workplaces for Innovators by Fast Company.
The Phoenix was enlisted to create an impactful logo for an initiative – EvolveIT - within the RBS Information Technology department. The logo is also part of an aspirational recruitment campaign to establish Retail Business Services as the employer of choice for Information Technology superstars.

The Phoenix explored existing logos and naming conventions as a basis to develop an effective creative strategy that aligned with the company’s brand values and culture while conveying the evolution of the Information Technology department. The selected name, EvolveIT, further emphasizes the forward-thinking nature of the initiative.

The Phoenix incorporated design elements that highlight and elevate the innovative culture of the Information Technology department, while providing a distinct look that differentiates EvolveIT from similar corporate initiatives. The resulting EvolveIT identity combines geometric shapes from the Retail Business Services identity and the company’s color palette into a simple yet modern and versatile logo that can be applied to multiple assets.