Asda has been quietly testing a revamped logo for clothing giant George as it gears up to relaunch the brand in September.

The new logo – which is in white lower case letters with a yellow splash over the G – is being tested on the grocer’s School Shop brochure, which is distributed in stores carrying the George clothing range.

An Asda spokeswoman said the logo is “just being trialled to gauge reaction” and is not necessarily the one that will be rolled out with the brand’s relaunch.

The George brand will be relaunched at the same time as the Wal-Mart-owned grocer launches its Asda Direct online service. Asda multichannel director Tony Prescott said the potential of Asda Direct is huge and that it will bring together general merchandise and George.

He said: “We have 3 million catalogues being printed at the moment with about 640 pages each. Next year customers will be able to order in-store and have the option of home delivery or collection.”

Asda has also been rolling out a revamped games area, which will be in 160 stores by the end of the year. Head of games Duncan Cross said the area “has the look and feel of a games specialist” and will be introduced to a total of 250 stores next year. Cross said: “We aim to be the leading non-specialist games retailer in the UK by 2010.”

Separately, Tesco joined the school uniform price war this week with the launch of its Value school uniform from£3.50. Last weekend, Asda’s George school uniform went on sale at£4 and the week before Marks & Spencer launched its offer from£6.50.

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