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Employed by Sainsbury's in the early 1960s Dixon oversaw the introduction of the first in-house design studio at Sainsbury's headquarters in 1963, best well known for their 70s 'Own Label' designs.
Includes a JS Journal [Sainsbury's staff magazine] article from July 1976 about the reasons behind the design of Savacentre's symbol and logotype.
The symbol and logotype were designed by a design team from Sainsbury's led by Peter J Dixon after the Savacentre Board of Directors decided that the newly formed company needed a strong identity.
According to a letter from The Society of Industrial Artists and Designers to Peter J Dixon in October 1979, these drawings were put together by Peter for a publication by the Society, 'Designers in Britain'. However, the Society decided not to go ahead with the publication.