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WINNER: MILK MARQUE

26th October 1995
Page 44
Page 44, 26th October 1995 — WINNER: MILK MARQUE
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Keywords : Walkers, Safeway Inc., Livery, X

COMMENDED: WALKERS SNACK FOODS WRII LOGISTICS

Changing your corporate design is never easy. People get used to what you are and change can often be traumatic. The contestants in Class 6 clearly had that in mind as their entries were restrained and never radical. The new Safeway Stores livery is a case in point: it's different from the old design, but in a non-challenging way.

What works on one size of vehicle doesn't always work on another.The judges thought the latest Allied Mills livery worked best on its small 17-tonne tanker rather than an artic which had an extra "wheatsheaf" motif added, but for no addi

I. tional benefit. However, it was considered very professional, especially in its treatment at the back of the vehicle.

Walkers came in for more praise: "It works well, compared with what other snack food manufacturers seem to do," said Wilcockson.

Rapidly expanding WRM Logistics has clearly got off to a good start in its bid to develop a strong corporate identity, based as it is on a number of recently purchased subsidiaries. "It's a reasonable solution to incorporating a number of different companies," said Barrow.

"When you see it at an angle it's a good allrounder," Wilcockson commented. "Considering what other people do with stripes they could have gone so over the top but they haven't."

But once again it was Milk Marque's subdued droplet logo that eased ahead of the rest. "There's no doubt as to what it does," said Dossetter. "It's very functional."

For Barrow Milk Marque was "still one of the most original".

Wilcockson thought so too, adding-. "Looking at the back of it, it still comes across as the strongest. Whether on a painted or stainless barrel it seems to work."

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