Monsoon has embarked on the roll out of a new look fascia, as part of an overhaul of the womenswear chain’s branding.

The new logo, which has been rolled out to three fascias across the 404 store portfolio features white writing in block capitals on a black background. It is a significant move away from the white loopy writing on a fuschia background traditionally associated with the chain.

Stores to feature the new logo, which was designed by New York agency Pompei, include the unit at London’s St Pancras station, James Street in Covent Garden and Monsoon’s new store in Cardiff.

According to a spokeswoman for the retailer, which also operates accessories chain Accessorize, the new branding will be rolled out to the Monsoon store portfolio as and when a store is refurbished.

It is unclear how long that process might take and the chain declined to comment on its refurbishment plans. A new look is also likely to be rolled out at Accessorize.

Retail Week Knowledge Bank consultant director Robert Clark said the new logo is “clean and neat”.

He added: “What it says to me is that it is more up to date and it is more mainstream. It says it is trying to consolidate its appeal and shifting up the age group.”

Monsoon, which was founded in 1972 and taken private in 2007, reported an eight-fold increase in profits in the year to August 29, 2009. Pre-tax profits jumped from £3.9m to £32.9m during the period.

The company is understood to be looking into opening up to 1,000 stores in China over the next five years.