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Asda is working with Checkland Kindleysides on a brand identity for clothing line George ahead of its relaunch next month.

The retailer is currently testing a revamped logo, in which the brand name appears in white lower-case letters with a yellow splash, on its School Shop brochure.

The retailer is overhauling its £2bn clothing brand's offer and identity to attract customers who want to shop in mid-market high-street stores such as Next and Marks & Spencer, rather than discount retailers, such as Primark and TK Maxx. A spokeswoman said: 'Asda is trialling several identities, but nothing is set in stone.'

Meanwhile, Tesco is planning to extend its F&F clothing line. It has trademarked several names, including F&F Blue Vintage, F&F Baby and Blue by F&F, although a spokeswoman said that the applications may not result in the production of new lines. Tesco achieved clothing sales of about £1bn for the year to February.

Asda is the fourth-biggest player in the sector with an 8% market share, compared with the 12% share of M&S, the UK's biggest clothing retailer by volume. Asda hopes that the rebranded George will help it to dislodge its rival from the top position by 2011.

The rebrand will coincide with the September launch of the Asda Direct website, which will allow consumers to buy general merchandise, including clothing, online. Sainsbury's is also invest-igating the possibility of making its Tu clothing range available online.