Tesco to get new logo?

The struggling supermarket needs more than a little help from new branding.

by Rachel Savage
Last Updated: 13 Feb 2014

Something is afoot in the bread aisle. The rumour mill is grinding, and word has reached MT towers that Tesco is considering changing its logo. Will the red capitals and blue dashes be no more?

The supermarket’s ubiquitous slogan ‘Every Little Helps’ has apparently been saved though, according to food retail consultant Steve Dresser, who posted the rumours on his blog. Tesco declined to comment, a spokeswoman saying they ‘don’t comment on rumour and speculation’.

The grocery giant has been struggling of late, with UK sales slipping as Aldi and Lidl snap up discount customers while Waitrose is sitting pretty at the top end of the market.

Boss Philip Clarke also had to suffer the ignominy of Sainsbury’s outgoing chief exec Justin King being named Britain’s Most Admired Leader at MT’s Britain’s Most Admired Companies awards last year, a gong former Tesco head Sir Terry Leahy landed numerous times in the noughties.

A fresh start may be just what Tesco needs then (despite its US Fresh & Easy chain being pretty disastrous), although a new logo does not a reinvigorated business make. The company has been trying out a new style of supermarket in its hyper stores though, with coffee shops and bakeries galore. If Tesco really is overhauling its logo, it could be that that is only the forefront of a full-scale revamp.

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