The identity is being used in TV and print campaign work and aims to ‘unify’ the retailer’s food and fashion offers, according to a spokeswoman for M&S.
The logo will currently only be used in campaign work, which has been developed by RKCR/Y&R, and will not be used on packaging, labelling or story fascias, according to M&S.
The spokeswoman says, ‘This is the first time we have used the identity across our food and fashion offers – and it gives us a really strong, unified platform.’
She adds, ‘Its aim to is to tell the stories only M&S can tell.’
Patrick Bousquet-Chavanne, M&S executive director of marketing and international, says, ‘The consistently simple yet stylish format makes the M&S brand more instantly recognisable – helping the strength of our product offer really stand out on the page.’
He adds, ‘Under the Only M&S umbrella, we have the ideal platform to share the many stories that make our products unique, yet we will come across as one brand across food and fashion.’