M&S launches ’fresh’ brand identity

Marks & Spencer this week unveils the new brand identity which it hopes will revive its fortunes, following a 12-month review by Interbrand Newell & Sorrell.

Marks & Spencer this week unveils the new brand identity which it

hopes will revive its fortunes, following a 12-month review by

Interbrand Newell & Sorrell.



New fascia will be introduced into 297 stores in the UK from the summer,

following months of speculation about changes to the brand.



The Marks & Spencer name will represent the brand and appear on all

labels, packaging and literature, while the name St Michael becomes the

’St Michael Promise’. The wording ’Our commitment to leading standards

in quality, service and value’ will appear on packaging.



The famous Marks & Spencer carrier bag has been tweaked from dark to

pale green, with the Marks & Spencer name in a ’stacked’ logo in the new

Optima font. The company is also introducing new types of bag, including

a paper carrier and a duffle-style bag.



Interbrand has also devised a new style and tone for the brand, which

will be used in its creative advertising, through its

soon-to-be-appointed advertising agency.



Alan McWalter, director of marketing at M&S, said: ’What we are showing

is a refreshed, updated look, which will give a strong, coherent and

consistent identity to the great brand of Marks & Spencer, which is

respected and recognised worldwide.’



Separately, Marks & Spencer this week reported a steep rise in sales at

one of its stores that is piloting a new customer-profiling system that

allows tailored service.



Marks & Spencer hopes to roll out the system to include 300 stores by

spring 2001.



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