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Storefronts typically featured the J Sainsbury name until June 1999.
In June 1999, Sainsbury's unveiled its new corporate identity, which was developed by M&C Saatchi, which consisted of the current company logo, new corporate colours of "living orange" and blue, Interstate as the company's new general use lowercase font from the old all uppercase font, the new slogan, "Making life taste better", and new staff uniforms. This new brand statement was created by Abbott Mead Vickers BBDO. While the Interstate font was used almost exclusively for many years, the company introduced another informal font in 2005 which is used in a wide range of advertising and literature.
Sainsbury's launched a modified logo including the addition of a curved underline below the 1999 wordmark in September 2013. This logo is used in tandem with the 1999 logo.
Supermarkets in the United Kingdom
J Sainsbury plc