Marks & Spencer debuts Only M&S logo

Marks & Spencer is rolling out a new Only M&S identity across its new brand campaign, which launches this week.

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.’

Only MS print ad
Only MS print ad

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.’

Only MS print ad
Only MS print ad
Hide Comments (4)Show Comments (4)
Comments
  • Kelly Vallance November 30, -0001 at 12:00 am

    Hard to imagine this being nay more bland.

    UCH a shame for such a loved high street staple to be turning out such uninspiring work.

    Look at what the competition is doing. It’s all far more characterful than this bland, safe, unoriginal work.

    Adventures in Originality the food ad says — they must be having a laugh at the agency turning out work that is so generic it could be for anyone from a restaurant to Heinz.

  • Jenny James November 30, -0001 at 12:00 am

    Wow. This is so boring. I’m off to Waitrose.

  • Max Richardson November 30, -0001 at 12:00 am

    I quite like the new approach, especially the type – works better for Food and Fashion. Not to sure on the music choice on the TV commercial. We worked with the creatives that branded the old M&S logo who originally brought in the Helvetica san-serifs. Max – madebycroft.com

  • Jules August 24, 2017 at 11:57 am

    So dull, so boring.
    Everything about M & S – shop front, website etc – is so minimalist and monotone.
    I forget M&S exists !

    Bring back the green and gold – and the distinctive St Michael script.

  • Post a comment

Latest articles

First look at London Design Festival 2018

This year’s week-long celebration of design will see installations by Kellenberger-White, Studio Frith and Waugh Thistleton Architects, plus a refined, “playful” visual identity by Pentagram’s Domenic Lippa.