The overhaul will include a reworking of Ladbrokes' signature red and white "lozenge" emblem, which is used across its 1,900-strong network of betting shops.
The bookmaker is planning a multimillion-pound roll-out of the updated logo. It will initially be introduced to new shops, then applied to older outlets when they have been refurbished. It will eventually be extended across the chain to create a consistent brand image.
The updated brand will be communicated through in-store point-of-sale material, through Ladbrokes' online and digital TV presence, and in its advertising.
Last year Ladbrokes undertook a strategic review of its advertising, and hired Bartle Bogle Hegarty to handle its business.
It is understood that Ladbrokes has asked BBH to develop its first brand strapline.
The bookmaker embarked on the promotional review to improve its marketing performance in the face of stiff competition from high-street rivals Coral Eurobet and William Hill.
The Ladbrokes rebrand follows the revamp of offshore rival Victor Chandler, which last year unveiled VC as its consumer brand. Its logo has been adapted for the different parts of its business, with VC Bet used for the company's 30 high-street stores. Sub-brands include VC Poker and VC Games.
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