The brand overhaul is being introduced as part of PizzaExpress's activity to maintain its market share and see off challenges from established players such as Pizza Hut and new chains including Rossopomodoro.
The new logo, which replaces the previous blue and white version, is a homage to the black-and-white striped shirts worn by traditional pizza chefs.
Designer Ab Rogers has been brought in to help deliver the brand refresh, which will involve all 400 branches being redesigned to tell a local story.
The chain, which is owned by private equity firm Cinven, aims to complete the rebrand overhaul in 60 of its outlets within the next 12 months.
One of the first branches to be redesigned will be the Euston Road restaurant opposite the British Library, which was refurbished to celebrate famous authors.
The service overhaul will include ditching the word "service" in favour of "experience", in an attempt to deliver more memorable experiences for its customers by improving staff members' conversation skills.
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