Rethinking the Mark

The first element that stood out to me in the Jumbo logo was the logomark (the map pin) and specifically its direction.

This is how I see it. It points toward the southeast. While this was likely done for visual balance, the choice can feel slightly misaligned with what the symbol represents. A map pin is a literal location marker, and its orientation carries meaning. When angled, it implies directional movement rather than precise placement.

Since Jumbo Shopping Centre sits firmly in Southern Vantaa (and Southern Finland) — geographically central within its local context. A downward orientation would better reinforce the idea of exact location instead of directional suggestion.

Realization

This realization ultimately led me to question whether a separate symbol was needed at all.

Instead of refining the idea of location through iconography, I shifted toward a more intrinsic solution, allowing the identity to emerge directly from the typography.
The redesigned wordmark carries its own visual character, with a subtle mammoth-like silhouette forming in the middle

This creates a quiet visual reference to Jumbo’s namesake without relying on a literal symbol, letting the brand’s story live inside the mark itself rather than beside it.