Did Aldi just break the golden rule of rebrands?

By Madeleine Heffernan
Updated March 28 2017 - 9:43pm, first published 9:37pm
Aldi food store supermarket at Franklin street Melbourne. 5th of March 2009 The Age business Picture by JOE ARMAO Photo: Joe Armao
Aldi food store supermarket at Franklin street Melbourne. 5th of March 2009 The Age business Picture by JOE ARMAO Photo: Joe Armao

German discount supermarket Aldi is preparing to give its logo a major freshen for the first time since it launched in Australia in 2001.