It is only in the last fifteen years that multiple stores have established corporate identities which the public recognize. They have commissioned logos with distinctive colours and scripts, designed to encapsulate the values inherent in the company. These have become a form of shorthand which produces instant recognition on advertising hoardings, television ads, company reports, staff uniforms and so on. Assistants turn customers into mobile advertisements by giving them their purchases in distinctive carrier bags. On the positive side, homogeneity can lead to quality standards being set. Marks & Spencer and Sainsbury have been particularly successful in getting their names known in this way, and hence building brand loyalty which can be further developed by various store cards and supermarket banking.