Symbol group owner Palmer and Harvey is to introduce its new-look store design for its Mace fascia following a trial earlier this year.

Mace, which celebrates its 50th anniversary this year, will start to introduce new elements to stores later this year. The revamp includes a contemporary fascia, new logo and updated in-store graphics.

Palmer and Harvey trade sector manager Michaela Honeywood said feedback from shoppers and members indicated that they wanted “a fresher and more contemporary symbol design”, which has been designed to “promote retail excellence and drive profitability among our member stores”.

Certain aspects of the new look have been trialled this year.

Mace will also adopt a new strapline, “Whenever, whatever”, backed by a marketing campaign that will launch in areas where stores have been refurbished.

Palmer and Harvey has three symbol fascias – Mace, Supershop and Your Store – with a portfolio of more than 720 stores.