— Merrion Centre (@merrioncentre) September 26, 2015
Morrisons has been trialling a new visual identity and has registered a further six logos – although the retailer denies that it is plotting a wider rebrand. The Bradford-based business unveiled a new logo last month at its Merrion Centre store in Leeds in what it says is a “trial” project. Morrisons has also registered seven logo variations – six of which cover the core Morrisons identity and one of which is for the Morrisons More sub-brand – at the Intellectual Property Office.
A spokesman for Morrisons says the retailer is trialling the new logos at its Leeds store and that there are currently no plans to roll them out further.
Judging by the designs registered with the IPO, Morrisons is looking at variations of a green and yellow identity, which feature a “tree” motif – in some cases “growing” from the “i” in Morrisons.
The logos also incorporate the new “since 1899” strapline.
As well as logo variations, Morrisons has also registered the new lower-case Morrisons wordmark.
The existing Morrisons identity was created by Landor and originally launched in 2007. The Landor identity is a development of the previous Morrisons “M” logo, and introduced the green and yellow colour scheme.
Last month Morrisons sold the majority of its M Local convenience store chain to investor Greybull Capital LLP.
The stores were sold at a cost of £25 million and are set to rebrand under the “My Local” name. The 140 stores sold had seen a recorded loss of £36 million in 2014/15.