New logo for Morrisons

From the archive, first published Tuesday 24th Apr 2007.

The distinctive yellow and black logo which has served Morrisons for decades has been evolved into a yellow and green insignia.

In addition, the old slogan of "More reasons to shop at Morrisons" is to be replaced with two new strap-lines, "Fresh for you every day" and "The food specialist for everyone."

The logo will begin appearing on Morrisons stores, products, and advertising from July when it expects to announce which of the two new catchphrases will replace the "More reasons to shop at Morrisons" line.

The new insignia forms part of a £450 million investment plan as the supermarket seeks to revamp its image. But a spokesman would not be drawn on how much of this cash had been spent on the new logo.

The new emblem retains the distinctive yellow oval from the old one, as well as keeping the company name at its base.

However the black from the old logo, originally designed by former Telegraph & Argus artist Neville Lorimer, has been replaced with green and the lettering has also been changed to a softer font.

The new branding comes after new chief executive Marc Bolland conducted a six month review of the company.

The grocer, which made a pre-tax profit of £331 million last year, is also examining ways to reduce its packaging and create more sustainable and recyclable resources.