24/04/2007
Morrisons has revealed an evolution of its brand identity as the company sharpens its positioning to be "the food specialist for everyone" and make the most of its key strengths of freshness, service and value; highlighting its brand proposition, "fresh for you every day".
The logo retains the familiar 'M' symbol with its traditional yellow oval and 'Morrisons' wording underneath, to preserve recognition; and presents them in a subtly different style and format using a refreshing combination of colours, to provoke reconsideration.
Re-branding will start in July with advertising, fresh food packaging and some in-store signage. This will be followed by a phased roll-out in the second half of the year which will include, for example, vehicles, carrier bags and making in-store fresh food preparation more visible.
"The evolution of our brand identity is a very clear sign of our commitment to a fresher Morrisons," said Chief Executive, Marc Bolland. "We are making the most of our key strengths of freshness, service and value, to give us strong appeal to shoppers everywhere."
To view the brand identity, please click here