Marks & Spencer is changing the emphasis of the St Michael marque, from an overall product brand into a quality assurance label. The changes will follow a joint review with Interbrand Newell and Sorrell into branding across the group. All ranges will now be branded simply Marks & Spencer.
The decision to drop the St Michael logo from products is the latest in an extensive range of measures to halt the retailer’s declining sales. Other attractions include the introduction of new shop interiors and several distinct sub-brands, such as fashion label Autograph designed by FutureBrand UK.
INS was appointed to review M&S’s corporate identity last year, and has since carried out a thorough investigation of all the group’s branding. Full results and subsequent changes are due to be announced soon, says an M&S spokeswoman.
“Having both the Marks & Spencer and St Michael logos on clothing has become confusing for customers, so the St Michael logo will become a quality promise because we still value it highly. It will now feature on the back of packaging instead of the front, operating like a Woolmark,” she adds.
An INS spokeswoman declined to comment on any of the consultancy’s work for the high street retailer.