The new identity has been developed by Lambie-Nairn, which was appointed last year.
As well as the slogan being dropped, the agency has created a softer orange colour for all of the supermarket's communications. The colours are used to highlight the brand identity in all internal and external communications.
The revitalisation of the food chain's brand follows its decision to renew its links with the increasingly popular Jamie Oliver who first signed with Sainsbury in 2000.
Oliver was signed again along with Abbott Mead Vickers BBDO. The agency retained the £47m ad account, which it has held for 25 years, after a final pitch last month against JWT.
It is not known what the new slogan will be or when it will be revealed. However, a spokesperson for Sainsbury's said that the group wanted to reflect the brand as quality at fair prices and that the old identity was no longer relevant.
Helen Buck, director of brand communications, said: "It is important to ensure that Sainsbury's brand values are communicated in a relevant, effective and consistent way to all our customers and stakeholders. We firmly believe that this refresh will help us to achieve that."
The brand refreshing work is already being used in direct mailings, local marketing, information leaflets and weekly press ads.
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