The company has hired design agency Venture Three to handle the brief and will be announcing details of the new direction on 13 March when Fox unveils his vision for HMV to the company's shareholders.
A spokesman for the store said the work would include a revamp of the HMV logo, the ‘Top dog for music' strapline as well as the Nipper the dog brand icon and trumpet image, which has been in use since 1921.
HMV Group, which also includes Waterstones, is already reviewing its £24m media account. The business is split between PHD and OMD. The review does not affect HMV's creative account which is handled by Quiet Storm and Beechwood.
HMV has been involved in a number of initiatives over the last year in an attempt to head off difficult trading conditions. The retailer has been affected by the surge in popularity for shopping online for its core DVD and CDs offer and under cutting by the supermarkets on popular titles. HMV Group recently announced a 0.8% drop in like for like sales for the five weeks preceding 6 January.
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