Morrisons revamps look to build national identity

Morrisons is overhauling its brand identity as part of its strategy to expand beyond its Northern roots and establish itself as a national retailer.

The revamp of the corporate identity is understood to encompass the fascias on all of the company's 373 stores, as well as point-of-sale materials. It is not yet known whether the firm's yellow and black corporate colours will be retained.

The rebrand follows Morrisons' acquisition of 479 Safeway stores in 2003 and the subsequent conversion of more than 200 to the Morrisons format.

The purchases led the firm into rough trading water; it recorded a pre-tax loss of £82m in 2005, although it posted pre-tax profits of £134m for the first six months of this year.

Trouble also flared when disparaging comments relating to Southerners were attributed to chairman Sir Ken Morrison, which has hampered its aspirations to become a national brand.

Morrisons is seeking to address its shortcomings with the rebrand and appointment of DLKW to its £22m advertising account (Marketing, 9 August).

The supermarket group declined to comment on the rebrand.

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