Rebranding For X5 Retail Group

ONY and Signal developed a full rebranding for X5, transforming it from a corporate holding image into an open, human-centered platform for next-generation retail. The new identity balances warmth and technology through tactile textures, natural tones, and a flexible design system that unites B2C and B2B communications. The result is a modern, approachable brand that reflects X5’s evolution as an omnichannel retail leader.