New Look is to unify its branding under a new logo across the entire business, offloading a number of logos that have accumulated over recent years.
The refreshed logo will replace at least seven existing logos that are used on labels, hangers and fascias.
The new look is already being rolled out and the process is expected to be completed by next March for clothing items, with shop fronts to be refreshed by the end of May.
The new visual identity is part of New Look’s move upmarket to pit itself against the likes of Topshop, River Island and Zara, rather than compete with value rival Primark.
Chief executive Anders Kristiansen told Drapers the variety of logos made it confusing for shoppers, noting that some of the branding had a lower-end feel.
He added: “Moving from several different logos to one will strengthen the identity of the brand and will ensure our fantastic product is instantly recognisable.”
New Look is also introducing more top-end items as it develops its ‘good, better, best’ pricing strategy and moves away from heavy discounting.
In its most recent accounts, published last month, the retailer said it had more than halved the number of Sales from 12 in 2012/13 to five this financial year.
This week it also emerged that New Look is to form a joint venture in Russia and buy out its franchise partner in Poland, as its new international strategy takes hold. It has also acquired a further six leases in China, on top of the eight revealed by Drapers at the start of October.