The visual identity has been inspired by the black and white striped shirts worn by traditional pizza makers, and will appear on uniforms, restaurant designs and crockery.
The pizza chain says it is adopting a flexible approach to serving customers to give a more personalised non-systematic experience.
It is also ramping up the “pizza theatre” in restaurants putting the pizza makers at the heart of the restaurant experience by lighting up the kitchen area like a stage, as well as introducing new pizzas, sharing platters and salads.
Pizza Express recently named former McDonald’s European president Steve Easterbrook as CEO and outlined plans to open 200 additional restaurants in the UK.
The move echoes plans recently revealed by rival restaurant chain Pizza Hut, which is trialling new restaurant designs, menu options and service propositions in four “Alpha Hut” concept stores in a bid to transform the business.
All new Pizza Express restaurants will also be designed in line with a new format that takes into account the local area, such as London’s Euston Road site which is inspired by the nearby British library.
Marketing director at Pizza Express, Emma Woods, says: “Pizza Express has always been pioneering and believes it’s really important to innovate, especially during tough times.”