The retailer, owned by Home Retail Group, said it is looking to develop a more consistent brand identity across its various channels.
The brand overhaul is expected to take a ‘number of years' to complete.
An updated website will launch on 23 January next year, while the Spring/Summer 2010 catalogue will display the new look.
New Argos stores opening from January 2010 will also carry the new identity.
The company said that since it last re-branded, it has added the Argos Extra brand, additional catalogues and internet-only ranges to its portfolio, and needs to improve customer understanding of the brand.
Last week, Argos launched its seasonal ad campaign encouraging consumers to enjoy a frugal Christmas. The comical ad shows, by CHI & Partners, celebrates a ‘real British Christmas Day'.
This article was first published on marketingmagazine.co.uk