A full Morrisons rebrand looks increasingly likely following confirmation that a trial logo will now be rolled out nationally by the end of 2019.
The logo has been tested in several locations but will now be rolled out to all stores as part of the retailer’s “Fresh Look” store design concept.
Morrissons chief executive David Potts says: “The new logo is more confident and the tree feels more British, the leaves are in growth. Each refit will have one.”
Speaking to Marketing Week at a press conference on the company’s annual results Potts refused to call the project a rebrand.
“This isn’t a big rebrand, we are too focused on getting the stores right to worry too much about that right now. It’s just a refresh for the stores,” he said.
However the logo is being used on other communications. It appeared at the top of Morrisons latest press release issuing company results and Marketing Week understands that it may be used in an upcoming Easter ad created by Publicis London.
The annual results show a change in fortune for the company, which has filed a pre-tax profit of £217 million, compared to a £792 million loss in the previous year.