Morrisons has revamped its corporate logo as part of its attempt to update its image as “the food specialist for everyone”.
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The new logo aims to “preserve brand identity” by retaining the familiar ‘M’ symbol in its traditional yellow oval with the word ‘Morrisons’ underneath. To “provoke reconsideration”, the lettering is a different font and has been changed from black to green.
“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.”
The re-branding will start in July, with advertising, fresh food packaging and in-store signage. A phased rollout in the second half of the year will see the introduction of new logos on vehicles and carrier bags.
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By GlobalData
