COP Practical: Morrisons logo review

The current Morrisons logo outdated and gives the impression of a discount store due to the colour combinations and use of typography. To reposition Morrisons as having high quality products and a welcoming shopping experience I feel that the logo needs to change drastically and do away with what has come before it.

The challenege will be to create a logo that reinforces the new positioning and feels more quality, contemporary and welcoming, but at the same time still is recogniseale as being part of the Morrisons brand.

From my research I have realised that although the shopping experience needs to feel more like a deli or fresh food market, the identity cannot simply just emulate these styles and conventions, but must feel appropriate to what morrisons actually is - a supermarket.