Gelson's Markets have remained at the top of the grocery industry in Southern California for nearly 7 decades. Their evolution as a thriving business continues to this day. The Gelson's brand also continues to grow in response to the community they serve. This can be seen in the development of the Gelson's logo from the 1950s to present. The addition of a strong tag line – The Super Market – in the 1980s embraces both the forward thinking of Arden-Mayfair and the innovative thinking of the Gelson Brothers.