AF Blakemore has launched new company logos all its business divisions to create a more uniform look.
Blakemore Retail, meanwhile, has transformed its Bishops Castle forecourt in Shropshire following its recent acquisition from the Co-operative.
The new corporate logos and brand guidelines were officially unveiled at the start of November 2013 with the aim of reinforcing a more professional and consistent Blakemore brand.
A cross-divisional branding group was established at the start of 2013 to review company logos with final board approval coming in late summer.
Head of corporate affairs, Paul Cowley, said: “Since 2007 there has been a gradual move towards developing consistent logos across the group and it was decided that a central approach was required to ensure that a clear set of corporate logos and guidelines were produced.
“Our aim with this process was not to introduce a wide scale rebrand of AF Blakemore but identify existing consistencies in design, font and colours to build upon what we already have.
“During a period of growth and expansion across the company it is important that we demonstrate a clear professional message to our colleagues, customers and trade partners whilst recognising the growing sense of partnership across the group.”
While the new logos have now been officially launched, the process of rebranding will take place over the coming months on a phased basis.
The Bishops Castle forecourt has been reopened following a £300,000 makeover, which saw it almost double in size from 1,500sq ft to 2,960sq ft.
With a new and improved offering, Blakemore Retail reports Bishops Castle has already seen significant increases in sales and footfall. The site provides customers with everything expected from a modern convenience store, including fresh produce, fresh bread from the in-store bakery, food to go, fresh coffee, news and an off-licence.