The Lenta Econom logo, the discount hypermarket format of Lenta Group, consists of a brand symbol and a wordmark. At the top is Lenta’s recognizable sunflower sign, rendered entirely in dark red: a circular ring with a round cutout inside and two petals beneath it. Below is the word “econom”, written in large dark red letters in Lenta’s corporate sans-serif typeface. This version of the logo shows that the format belongs to the company’s overall brand system while standing out as a separate direction with its own color scheme.
Lenta Econom is the Russian discount hypermarket format within Lenta Group. The company began testing it in 2023 and later included it among the main models for developing its hypermarket business alongside the classic format and the urban XS format. In the group’s strategy, this format is described as a hypermarket of about 2,500 square meters with an EDPP model and consistently low prices on the most in-demand products. Lenta Econom is being developed as part of a large Russian multi-format retailer rather than as a separate standalone company.
