With the redesign of the Kroger logo, I wanted to update the look, make it feel fresh, a little more modern, less dated. The trick is that I want it to retain some semblance of the current logo... just enough to make you not question it.
It's interesting that a few examples below garnered from people the response, "that looks too much like the current Kroger logo." Then when I showed a side-by-side comparison with the current logo, "oh... now it looks way different." Perhaps that's what I'm going for?