Safeway (Morrisons)

1962–1981	1981–1987	1987–2000	2000–2005	2018–2023

1962–1981

Safeway in the United Kingdom was created in 1962 when the American Safeway expanded its business overseas. Therefore, the UK Safeway used the same logos as the US until the company was sold to Argyll Foods in 1987.

1981–1987

1987–2000

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This logo was used on signage and promotional advertising from 1987-1990, although it was still visible in some stores and on packaging until 1994.

In 1994, a red, curved line was added underneath the wordmark.

Additionally, a new slogan "Lightening the load" was introduced. This was used on advertising and some signage.

In 1987, when Argyll Foods purchased Safeway, they adopted Safeway as the brand name for many of their supermarkets. They also adopted a new logo, replacing the American version. The initial logo made use of a white wordmark on a darker red and orange color scheme. In 1990 this was abandoned in favor of a red wordmark, which was joined by a curved red line in 1994.

2000–2005

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Variant used from March 2004 when Safeway was acquired by Morrisons.

The logo was updated for the final time in 2000. The underline was kept but the font was updated, creating a more modern feel.

Safeway was acquired by Morrisons in March 2004. Most of its 479 shops were rebranded as Morrisons, with others being sold off. The brand disappeared from the United Kingdom on 24 November 2005.

2018–2023

Designer:  Unknown

Typography:  Artegra Sans SemiBold

Launched:  Unknown

In 2016, Morrisons announced that the Safeway brand would be revived on a range of food products, manufactured in the company's own factories, for distribution through independent retailers within the United Kingdom.

In 2023, Morrisons announced that they were phasing out the Safeway brand.