Wagstaffs axes six in reshuffle

The appointment of a brand identity group to Tesco is believed to be imminent. The retailer is seeking a consistent brand image.

Landor is believed to no longer be on the shortlist, leaving The Identica Partnership and Wolff Olins in a head-to-head. Neither was available for comment. A spokeswoman for Pentagram, which has also held talks with Tesco, declined to comment.

The expected appointment will end a search process which has lasted for at least three months (DW 26 September). There is a suggestion that Tesco has considered appointing a designer for a fixed term to oversee the project.

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