Marks & Spencer is to formalise its design roster as part of ongoing monitoring of the brand. The announcement came as the retailer officially unveiled its new corporate identity, designed by Interbrand Newell and Sorrell.
In addition to INS’s role as brand custodian, several other leading design consultancies were involved in the revamp, including Rodney Fitch, BDG McColl, John Herbert Partnership, Revolution and FutureBrand. Williams Murray Hamm has just created a range of posters to commemorate Mother’s Day.
According to M&S marketing executive Martin Clarkson, each of the groups will be approached about being on the roster. “We are starting to put the design roster together now.
“It will reflect the disciplines of design going forward, as a cohesive, co-ordinated display of design as a key ingredient to our success,” says Clarkson.
M&S brand manager Catherine Pace O’Shea says: “This 12-month rebranding process needed to make our identity focused, but it is not a one-off exercise. We will be constantly looking at and monitoring our image and brand to prevent the need for another rebranding programme.”
M&S marketing director Alan McWalter explains that the ongoing programme of understanding the brand will include extensive customer research as well as internal audits and workshops.
“Not so long ago M&S didn’t think of itself as managing a brand,” says McWalter. “It needs to be managed carefully and we have reappraised the role of M&S in relation to our customers. It is not just about the physical component, but the emotional one, too.”
The new corporate identity programme also includes new vehicle liveries, bags, uniforms and food packaging. In-store there will be new graphics and retail units, which will soon be trialed at three stores around the UK and are due to be rolled out from January 2001.