Supermarket Branding

Morrisons is the largest supermarket chain in the UK, because of this, it very much has the image of being the peoples supermarket, at least in the North anyway. It’s bright yellow and green colour scheme gives of a happy vibe, and it’s TV adverts are generally quite light hearted and upbeat, more recently having Ant and Dec cast in them for humour.

Waitrose is the exact opposite of Morrisons in that it has an image of being expensive and upmarket. This is reflected in it’s branding which is mainly very clean and minimalist being white with little bits of green. which has connotations of health. Morrisons has a much more jolly attitude than Waitrose purely because of it’s branding. 

Budget supermarkets tend to have similar branding. LIDL and Aldi are both examples of these shops, and both use basic shapes and basic colours in their logos to reflect the basic service that they provide, The fact that one uses a bold gothic font whereas the other uses a slab serif font suggests that it is the shapes and colours used that can give you an idea of what sort of pricing a supermarket offers more so than the font.