Off their tree? What do you think of Morrisons’ new logo?

YORKSHIRE supermarket giant Morrisons is reported to have registered a new logo with the government’s Intellectual Property Office - fuelling speculation of a major rebrand.

Morrisons' new logo is being 'tested' at the Merrion Centre branch in central Leeds. Picture: Jonathan Gawthorpe

The news comes as new boss David Potts rolls out his “transformation plan” across the ailing retailer. Earlier this week he scrapped the controversial “Match and More” loyalty scheme unveiled by his predecessor Dalton Philips, in favour of a new, “simpler” offer.

Last month, Morrisons began “testing” a new logo at its Merrion Centre store in Leeds, which incorporates the phrase “Since 1899”, pushing the group’s heritage credentials.

Sign up to our daily newsletter

The i newsletter cut through the noise

The newly-registered designs are said to include seven variations, featuring a tree motif and “friendlier” lower case type.

It is only eight years since the company ditched its original “M” logo in favour of a “softer” version. Since then it has experimented with local stores - most now sold off - and upmarket fruit and veg displays, with misting machines to keep the produce fresh. That initiative was scrapped following negative reaction from shoppers.

A change of logo is a huge undertaking for a supermarket, involving the rebranding of thousands of own-brand food and other products, as well as store fronts.

Morrisons has registered this logo design
Picture: PA
Morrisons' logo until 2007