Morrisons unveils new logo ahead of revamp

Morrisons, the supermarket group, has unveiled a new logo and brand identity as part of its £450m makeover. The Bradford-based retailer is dropping its “More Reasons” positioning in favour of strapline “Fresh for you every day” and says it is to become “the food specialist of everyone”.

Work on rebranding its store signage, fresh food packaging will start in July with signage on vehicles and carrier bags in the second half of the year. The rebrand will be backed by a heavyweight advertising campaign due to break in July.

Chief executive Marc Bolland says the new identity is a “clear sign” of the supermarket’s commitment to a “fresher” Morrisons.

The retailer says it is keen to focus on what it considers its key strengths of freshness, service and value.

The company is going through a period of profit recovery after integrating the former Safeway chain into its portfolio. Its preliminary results for the year ended February 4 reported like-for-like sales were up 5.2% and turnover up 3% to £12.5bn.

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