Morrisons to revamp its brand

Morrisons is to overhaul its image in order to establish itself as a national retailer.

The new brand identity, which is expected to feature on the fascias on all 373 stores as well as point-of-sale materials, is intended as part of the chain’s strategy to expand on its northern roots, according to Marketing.

It is not yet known whether the supermarket’s signature yellow and black colours will be retained.

The move follows the retailer’s acquisition of 479 Safeway stores in 2003 and the conversion of more than 200 to the Morrisons format.