For a family-owned company, the new design is much more personable than the more rigid, angular logo from the 1990s.

“When we looked back at some of our earliest logos, they conveyed the warmth and personal attention to detail that we hope reflect our brand. The family culture in our company continues to grow. It was time to go back to our roots and to a logo that is welcoming because it is more like a family signature.”

— Colleen Wegman

From the Wegmans press release.

Via Yael Miller. Yael mentioned the recent logo trend of companies looking to their past for logo refinements and redesigns — like the Pentagram rebrand of the Saks logo.