They certainly seem to be applying the branding in interesting ways - we heard when they finally announced the end of stores trading as Safeways that the only remnants would be Safeway-branded lorry trailers which would continue 'for a short while longer'. Yesterday I realised what that meant.To be fair they seem to be trying to update the branding without changing the logo.
The layout of the TV ads with the resonably small logo on the bottom corner and the updated font is not bad.
The logo can look quite smart if its not huge and overstated.
On the M5 I passed a 'rebranded' ex-Safeway trailer. This one was previously decorated in the mid-90's Safeway 'ribbon' branding (the first one they used after ditching the 'S' logo). How did I know this? Because Morrisons' 'rebranding' did not mean a new paint job...no, no, no. What it meant was a huge vinyl sticker covering the Safeway logo reading 'more reasons to shop at Morrisons, not done in yellow and black, but in RED AND TURQUOISE to fit in with the vastly outdated branding which was allready on the trailer! Since they've gone to the trouble of making sure their addition fits in with the rest of the trailer's liverie, one can only assume that it's not just a temporary job, but this is all they intend to do to it for the forseeable future!
After all the money they have spent on the stores, you'd think they could stretch to some yellow and black paint to go on the lorries wouldn't you?
