Out goes the squirly writing on a sunny yellow background. In its place comes a new identity showing a pair of red and yellow intertwining hearts. This, the company says, is more representative of the "feelings of happiness associated with sharing Wall's ice cream with family and friends" regardless of the time of year.
Wall's, which is part of the Unilever food group, is changing the image on newsagents' fridges and signs up and down the country as well as on vans and the product range, which includes Magnum and Solero. The new look will also be rolled out across the world.
The re-branding of 100,000 ice cream outlets in the UK will take until the year 2000 to complete. Around pounds 15m will be spent on television advertising.
Wall's, which has 31 per cent of the UK ice cream market, has used the same logo since the 1980s although the "signature" has been part of the image since the company was founded 76 years ago.
The new logo has been designed by London design agency Carter Wong & Partners which declined to disclose its fee .Reuse content