Tesco denies rumours that it is considering a strategic identity review in a bid to beat arch rival Sainsbury’s in its attempt to update its brand. Sainsbury’s confirmed two weeks ago that it has established a shortlist of design groups to examine its branding.
A source close to Tesco says management at the retailer is dissatisfied with the number of logos it currently has in use, and is planning to introduce a single identity which could be applied quickly and consistently across the group.
A number of Tesco stores is understood to still be operating with graphics which were introduced in 1979, while its fleet of delivery vehicles uses a variety of different Tesco logos.
The supermarket introduced its current identity, featuring scrolled leaves beneath the Tesco script, as recently as 1995.
A Tesco spokesman says the existing corporate marque is still being rolled out across all the retailer’s 575 stores and that any identity change is “news to me”.
The introduction of a new identity could be included on the new own-brand packaging for which Tesco is currently seeking a designer (DW 1 August). A number of companies are believed to be involved in Tesco’s packaging pitch, including Landor Associates, Pentagram and PI Design.
Sources close to Tesco claim the retailer is having problems finding any one design group to carry out the project because of pressure by fmcg clients not to work on competing own-brand products.
A Sainsbury’s spokeswoman says as yet there is no news of an appointment from its shortlist. “It has moved forward, but not to the point where we want to announce anything,” she says.
See News Analysis, page 8