Women can fascinate by changing the way they look every day, if they so please, but big retailers are under a different set of constraints. Tinkering with the corporate logo can be a dangerous game because customers generally expect consistency from their local shop.Small wonder then that grocers generally opt for a conservative approach when it comes to design and optics. In the past, few retailers were more conservative than Aldi Süd (Aldi South), but the German discount giant has become noticeably more adventurous on its home market over the last two or three years.The new buzz is multifacetted and can be seen, for instance, in plans for an online shop in the People's Republic of China this spring. Soon shoppers in Old Europe, Donald Trump country, and Oz will also be greeted by a company sign worthy of our exciting new cyber age.