Like most I'm not a fan of the logo, or the mascots but these pictograms are worth a look, they have designed 2 sets, I much prefer these ones.
IKEA furniture icon on Behance
FF Netto Icons Instructions for Use [Page 3 of 6] by FontFont, via Flickr
Fa Bene Branded Icons #pictograms #icons
Spinderihallerne / Bo Virkelyst Jensen
Clean Line Icon Set | Pictogram and Icon Design
2.0 Pictograms by Oleg Turbaba
100 free icons designed by Vlad Cristea