X5 Group has announced the launch of a new stage of brand development. Company goes beyond the professional audience and becomes an open brand for millions of customers. As part of the new communication strategy, X5 dropped the Group descriptor and updated its visual style. Name became concise — X5, while maintaining the continuity of the logo and corporate font. Company also introduced a new slogan — Main thing in food. It reflects X5's leadership not only in retail, but also in everything related to food.