Case 3 : Multiple Shops : in : Design : No.95 : November 1956 : a special issue on House Style : The Council for Industrial Design : London
One of the case studies in "House Style", the themed issue of the CoID's magazine Design in November 1956 looks at the corporate identity and style of Mac Fisheries. The company's stores, then part of the Unilever empire having been set up by Lord Leverhulme in 1919 and acquired by Lever Brothers in 1922, were a common sight on British High Streets and sold fish, poultry and similar groceries.
Mac Fisheries had long had a 'style' dating back to the chain's formation in 1919 when Kruger Gray had designed their house mark, blue had been adopted as a house colour and shop fascias used a Roman lettering style. The publicity and advertising also had a 'common theme' throughout, some by the Doriam Studio. In 1952 the company employed Hans Schleger to refresh the image as seen here. The work, commissioned by S. Sutherland Smith, the retail development manager, involved all aspects of visual material from shops, transport, signs and packaging.
Case 3 : Multiple Shops : in : Design : No.95 : November 1956 : a special issue on House Style : The Council for Industrial Design : London
One of the case studies in "House Style", the themed issue of the CoID's magazine Design in November 1956 looks at the corporate identity and style of Mac Fisheries. The company's stores, then part of the Unilever empire having been set up by Lord Leverhulme in 1919 and acquired by Lever Brothers in 1922, were a common sight on British High Streets and sold fish, poultry and similar groceries.
Mac Fisheries had long had a 'style' dating back to the chain's formation in 1919 when Kruger Gray had designed their house mark, blue had been adopted as a house colour and shop fascias used a Roman lettering style. The publicity and advertising also had a 'common theme' throughout, some by the Doriam Studio. In 1952 the company employed Hans Schleger to refresh the image as seen here. The work, commissioned by S. Sutherland Smith, the retail development manager, involved all aspects of visual material from shops, transport, signs and packaging.