Sainsbury's

1960–1999

Store fronts typically featured the J Sainsbury name.

1999–present

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", which replaced their old slogan from the 1960s and new staff uniforms. The strapline was dropped in May 2005 and replaced in September of that year by "Try something new today." 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.

This logo was dropped on leaflets and advertising in 2013, but is still used on store fronts.

Slogans

Used in a series of TV commercials in the 1990s which featured celebrities cooking Sainsbury's food.

Used in 1998.

A 1998/1999 campaign fronted by John Cleese which was widely claimed to have been a major mistake. Sainsbury's said it actually depressed sales. However, the company had been losing sales for years because of the rise of Tesco.

Introduced 1999 and used until May 2005.

Introduced in September 2005. Replaced on carrier bags, till receipts and all other corporate branding from this point. Remained main slogan until 30 January 2012.

Introduced on 30 January 2012. Replaced on till receipts from 1 February. TV Advertising campaign launched to help promote. Last used in September 2013.

Introduced in September 2013.

Other logos

Sainsbury's Brand Match, launched in 2011, promises your branded shopping to be the same price as it's competitors. If it isn't, you get given a voucher.

Sainsbury's was one of the corporate partners of the London 2012 Paralympic Games.

Branding changed on leaflets and advertising in late 2013.

150th anniversary logo used in 2019.

Variant used throughout the 2019 Christmas period.

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