Morrisons is poised to reveal rebranding by 20/20 when its chief executive Marc Bolland announces details of its official strategic review this Thursday.
A spokesman for Morrisons would not confirm that the rebranding was going ahead this week, but did verify that details of the retailer’s future commercial plans would be outlined when it announces its preliminary results to the City.
It is believed that retail design group 20/20 was appointed last September to work on the supermarket’s in-store environment and communications, which is thought to have led to a subsequent identity overhaul.
It is anticipated that the rebrand will involve a departure from the supermarket’s traditional logo colours of yellow and black, while the current strapline ‘More reasons to shop at Morrisons’ will be dropped. Predictions from City analysts have also indicated that the supermarket will move away from its current store format, known as ‘market street’.