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Morrisons’ rebranding exercise hurts my eyes

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Warning: This post was published more than 10 years ago.

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Old and New Morrisons Logos

Morrisons is rebranding. It should have rebranded about twenty years ago. Still, you might say, better late than never. Until you see the effort they’ve come up with.

They’ve managed to turn something ugly, dated, and memorable into something uglier, tackier, and instantly forgettable. It’s really quite an achievement. It’s a circle with the letter ‘M’, and ‘Morrisons’ written underneath. They’ve taken the first letter of their name, and stuck it in a circle. They’ve swapped black for a wishy-washy greeny colour. It looks like something a colour-blind medical student with no design skill might have designed in Paint.

I’m really struggling to find something positive to say about it. Erm… I don’t think I can find anything. But you know what would’ve looked better? This.

This 1,108th post was filed under: News and Comment.






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Comments and responses

Comment from Ken from Glos


by Ken from Glos

Comment posted at 19:58 on 25th April 2007.

Spot on!!


Comment from workhard


by workhard

Comment posted at 13:00 on 26th April 2007.

You have too much time on your hands.


Comment from verny


by verny

Comment posted at 17:32 on 8th May 2007.

Like all City sponsored prannocks, new Morrison boss Marc Boland has to make an impact, so he chooses softest and most predictable target of all – the logo. All these red-bracered twazzacks do it, but this takes some beating – a £450 million budget purely on graphics with 10% of the impact and memorability of the one he’s dumped. And what a world-shattering slogan…”fresh food every day for you”…what a bloody stupid cliche that EVERY retailer claims, including the local chippy. Still, Marc has made his mark, and fully justified the £6 million he has been promised in the next 3 years….plus loot from selling this great old firm down the river to his buddies in the City. Which is where we came in.


Comment from Tom


by Tom

Comment posted at 23:55 on 18th June 2007.

Why do people persist in sticking up for the Safeway branding – IT WAS LOSING MONEY and is now making a profit having been rebranded to Morrisons


Comment from sjhoward (author of the post)


by sjhoward

Comment posted at 05:40 on 19th June 2007.

I don’t think it was Safeway’s branding that was losing it money – I think the infrastructure had more to do with it. I’d wager that if Morrisons had retained Safeway’s branding, it would be doing better now than it currently is.


Comment from Adam Clarkson


by Adam Clarkson

Comment posted at 14:28 on 20th September 2007.

I just wish that our company had been let loose on Morrisons branding. We would have given them what they need to rival the powerhouse that is Tesco and the branding to wipe ASDA and LIDL off the UK supermarket map


Comment from sjhoward (author of the post)


by sjhoward

Comment posted at 18:03 on 26th September 2007.

Thanks for all your comments.

Adam – With the best will in the world, I don’t think even the best of branding could make Morrisons take on Tesco, nor wipe ASDA off the map. It’s branding is poor, and it would’ve been interesting to see what other agencies could have produced, but I think the problems run deeper than branding.


Comment from Tom


by Tom

Comment posted at 00:48 on 29th October 2007.

in my opinion the Morrisons fresh lines (especially meat and fish) completely blow all the other three competitors away and i dont like to shop anywhere else. I genuinely believe it is cheaper, comes in far more useful portion sizes, there is a much larger range of fish, and it’s all of the same quality and possibly better presented. Also, the packaging is the same size as the meat/fish cuts – NOT twice the size like in Asda and Tescos. The branding is the main problem because people percieve the place as rubbish and believe Tescos totally false (in my experience) claims that they are cheaper etc etc. They are also bad at promoting their good points aggresively like the others do.

And incidentally, the new logo etc is in place in a new store in Johnstone near Glasgow and surprised me by looking very fresh, modern and generally appealing. It’s a funny thing but often the best logos seem to look bad at first, and grow on you!


Comment from Gerwyn


by Gerwyn

Comment posted at 17:53 on 9th May 2008.

ok…. i actualy WORK at Morrisons…. and i have to say the author of this blog is dead right, the “new” logo makes me sick too… just think in a couple of weeks time their bringing in new uniforms….. supposably similar in colour to the “new” logo….. think i might quit….. 😛


Comment from sjhoward (author of the post)


by sjhoward

Comment posted at 20:35 on 9th May 2008.

Surely anything’s an improvement on the old uniform?


Comment from Anni


by Anni

Comment posted at 20:49 on 20th September 2008.

I also work for morrisons and i can quite frankly say that the new uniform has grown on me but is still rubbish the market street departments look like cheap and tacky sticks of rock but according to the senior management at head office that dont have the pleasure of wearing it day in day out the think it looks good Not

on a previous point i personally dont think its the branding or the logo that lets the company down it is indeed the management infrastructure.

the bosses at the top get paid for sitting on their backsides all day when its us at the bottom that do al the work take all the flack from customers and have the unfortunate task of dealing with first aid call outs that dont end up with a happy ending

something needs sorting


Comment from gwernj


by gwernj

Comment posted at 18:10 on 7th January 2009.

this is a shit shop i was working here for my work exceperience


Comment from Denyerec


by Denyerec

Comment posted at 23:29 on 10th February 2009.

I was looking for the Morrisons logo to include as part of a photo-joke for a forum signature (Don’t ask) and had to go with ASDA instead because I didn’t wanna use their new one and have it make me look like a lousy designer.

Eesh. People get paid for this stuff? *shakes head*


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