This document discusses concepts for signage and branding in a grocery store co-op. It summarizes existing signage solutions, proposed concepts using different fonts and colors to distinguish departments, and initial concepts for using pillars to promote brand messages. The design goals are to reduce visual clutter, create a modern and relaxing shopping environment, effectively use color, communicate brand values, and respect cost implications for rolling out new signage solutions across stores. Initial concepts explored fonts, color palettes, example images, and pillar designs to meet these goals.

1. Co-op top level signage
Tuesday 10th July 2012

2. Contents
Existing
Research
Good practice
Work to date/concepts
In-situ visuals
Discussion

3. Existing – Eastwood Road

4. Moorland

5. Caistor

6. Tesco concept store

7. Tesco

8. Tesco concept store

9. Morrisons concept store

10. Budgens concept store

11. Waitrose

12. Marks and Spencer

13. Asda

14. Our brief
 Reduce 'white noise' in stores by having different design approaches
to levels of signage with greater distinction between way-finding and offers
 Create a fresh, modern and friendly, retail environment and increase time
spent in store. To be less corporate and concentrate on creating an
attractive, relaxing environment to shop
 Make effective use of colour to distinguish departments and as an attractive
part of store decor
 Communicate brand values to customers
 Utilise the existing baton system or similar to enable access to fridge units
 Respect cost implications for roll-out.

15. Fonts considered

16. Fonts considered

17. Fonts selected

18. Fonts considered

19. Colours
Food - Blue (run of store)
Local - Black and brown
Fair Trade - Light blue
frozen foods
Value - Black and yellow
Offers - Red
Fresh - Green
Delicatessen - Black (well previously orange)
Chilled - Blue
Frozen - Blue
Alcohol - Burgundy
Snacks - Orange

20. Photography
We propose to source images for each category if this option is selected for
further development. This is a selection of image styles we prefer/suggest.

21. Colourways

26. Colourways

29. In situ

30. Colourways

35. Pillar messages (work to date)
 Utilise pillars to promote key brand messages
 Brand straight to the pillar or add frames (see versions 3 and 4)
 Use a neutral and less intrusive palette but remaining bold
 Communicate brand values per side of the pillar
 Again embracing flexibility and cost implications for roll-out.

36. Pillar messages

37. Pillar messages

38. Pillar messages

39. Pillar messages

40. Discussion
In summary we have
•Looked at good practice and taken note of yours and other systems
•Built on your brand and colour palette without overly using the bold marketing
colours which work well outside the store. This creates a calmer (but still functional)
experience within store
•Considered fonts that work with or alongside your family of corporate fonts, yet
again remains very readable and therefore accessible. The font FS Me was
formulated in collaboration with Mencap.
•Looked at colour palettes and combinations that guide the customer but work with
your store sizes
•Created a system that works with baton solution and because of reduced finishing
costs should cost less to produce
•Started to consider the pillars and need decisions to move onto other store areas, ie
behind till etc.

41. Co-op top level signage
Tuesday 10th July 2012