The name comes from the French "mi" for half or mid-way and "gros", which means wholesale. Thus the word connotes prices that are halfway between retail and wholesale. The logo of the company is a large orange M, which some Swiss call "the orange giant" (German: oranger Riese, French: géant orange). The firm's loyalty card is the M-cumulus card (a play on the word accumulate and a type of cloud formation).