Safeway (Morrisons)

1962–1980	1980–1987	1987–1994	1994–2000	2000–2005	2018–present

1962–1980

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.

1980–1987

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1987–1994

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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 which was subtly different from the previous American incarnation. They had a smoother version of the "S" and a simplified font which harked back to the logo Safeway had used before 1980.

1994–2000

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Logo ltl.gif

The logo with its slogan "Lightening the Load" in their new corporate green. The slogan version of the logo was displayed on lorries and promotional literature as well as some in-store signage.

The "S" logo was ditched in 1994. However, the font was retained from the 1987 logo and a curved underline was added.

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–present

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.