The retailer, owned by Home Retail Group, is looking to develop a more consistent brand identity across its channels.
The overhaul is expected to take 'a number of years' to complete. An updated Argos website will go live on 23 January next year, while the Spring/Summer 2010 catalogue will display the new look.
Argos stores added to the chain from January will also carry the fresh identity. The company said that since it last revamped its identity in 2002, it has added the
Argos Extra brand, additional catalogues and internet-only ranges to its portfolio, as well as trialling mobile store formats, such as the one that visited the Isle of Wight Festival with 60 lines designed to meet festival-goers' needs.
Argos therefore needs to improve customer understanding of the brand.
Last week, the retailer launched its seasonal ad campaign encouraging consumers to take advantage of its competitive prices and enjoy a frugal Christmas.
The humorous ads, created by CHI & Partners, celebrate a 'real British Christmas Day'.
Earlier this year, Argos expanded its consumer electronics and white-goods offering with the acquisition of the Alba and Bush brands.
It also bought the Chad Valley toy brand, and has expanded the range to about 120 lines.
The retailer has reiterated plans to open about 20 stores a year, predominantly using its Extra format, in out-of-town retail parks.
Argos' total sales over the first 26 weeks of 2009 grew by 1.7% year on year, although its like-for-like sales declined by 2.1%.
Argos did not return calls regarding the agency appointment.
This article was first published on marketingmagazine.co.uk