Morrison’s $450 Million Makeover Starts With a Logo Facelift

By Mash Bonigala

Logo makeover seems to become inevitable for some of the well known brands. Another important name to join the logo facelift bandwagon is the Morrisons – the 4th largest supermarket group of UK.

Morrisons Old Logo:

Morrisons New Logo:

The entire plan is the brainchild of Marc Bolland, Morrison’s new chief executive, who joined the business last autumn. His branding makeover plan coincided with the publication of Morrisons annual performance results, which showed the supermarket’s upward performance curve after two years of difficult times and struggles for survival in the competition with other food chains.

The net result is: we are soon going to miss the familiar Morrison logo in black and bright yellow. The celebrated slogan made famous by the Morrison carry bags “More reasons to shop at Morrisons”—-is going to get a miss too. This thirty years old brand identity is going to be replaced with an objective of winning the hearts of the green campaigners as Morrison is believed to lag behind on environmental issues.

Marc Bolland has not yet revealed the branding makeover plan as a whole. So far it is not known what is going to be the new slogan or what the new logo is going to look like. But the following points will be emphasized while designing the new logo or creating the new slogan:

This time, the supermarket giant will stress on the strength and uniqueness of the store. It is going to portray itself not merely as a low-price store, but a supplier of fresh foods.

At the same time it also wants to present itself as an efficient service provider.
Additionally it will like to spread strong messages to the customers who haven’t already shopped at Morrison.

In general, Morrison wants to portray its image as another Waitrose that is famous for its proximity with farm fresh products, but for a price lot lesser than Waitrose.

The new slogan alongside the new logo will be displayed on 1,700 product lines, including pizzas and sandwiches, made in Morrison’s stores. The new packaging is supposed to reflect the superior skills of bakers and fishmongers. The facts that the store maintains direct link with the farmers and that 80 per cent of its product is processed at its own facilities will also be highlighted through the new logo.

We have to wait till the end of this month to know what awaits us. The whole initiative of Mr Bolland has been labeled by himself as “evolution not revolution”. We hope, the new Morrison logo along with a new slogan will provide us with enough materials to write another case study about how a logo facelift can change the fate of a business entity.