Evolution of Wilsons brand. Example of brand work undertaken by Morgan Jamison

1. Wilsons Re-loaded
A brand evolution by Morgan Jamison

2. Reason for project
• A number of logo variations throughout the business
• Standardise logo and create brand guidelines to ensure
consistency

3. Reason for project
• Take opportunity to modernise & simplify logo so it works
in a smaller online space as well as offline

4. Reason for project
• To evolve logo, not re-brand it
• Steering wheel & hands will maintain link to Wilsons’ 100
years of family heritage

5. The options
Three different approaches:
1. Refinement/ extention of existing logo
2. Modernisation of existing logo
3. Alternative approach for logo

6. Option 1

7. Option 2

8. Option 3

9. Choosing a winner
Option 1 measured up best against objectives:
1. Maintain family heritage of current logo.
2. Modernise the logo so it works in online and offline spaces.
3. Develop a strong logo that could support sub-brands/ partner
brands.

10. Refining the logo and developing
guidelines

11. Introducing sub-brands and
partner brands

12. Company colours and graphical
elements

13. Results
• New identity to launch new wilsons.co.uk and inject a
fresh new energy to marketing comms