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.