Norwich's Jarrold to become Jarrolds in birthday rebrand

But city folk may already be using the new name, Jarrolds, as it is already written across its main London Street entrance and was used from the majority of the 20th century onwards before a rebrand in the 1970s saw the official name changed.

Many people continued to call the shop Jarrolds and now bosses at the retailer have agreed to make it official.

A new logo unveiled tonight sees the "s" reintroduced, putting an end to years of debate.

New signage at Jarrolds (Image: Jarrolds)

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A Jarrolds spokeswoman said: "We know you can’t look at the new logo and not notice the re-introduction of the ‘S’ which has been a point of many discussions through the years.

"Listening to people who refer to the store as ‘Jarrolds’, the decision has been made to hark back to their heritage.

"The letter has even made its way into the design of the lion with its winding tale; along with ‘J’s being included to form the legs."

Jarrolds new logo (Image: Jarrolds)

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While the company has been in existence for 253 years, Jarrolds' city centre store is celebrating its second century in business.

Another of Jarrolds' new logos (Image: Jarrolds)

It was set up by bookseller, publisher and printer John Jarrold in 1770, in Woodbridge, Suffolk, before moving to the Fine City in 1823 at 3 Cockney Lane, which is what London Street was then called.

The business then moved to its current store shortly later, where it has remained ever since.

From tomorrow, the store's "party weekend" will begin with an array of demonstrations, entertainment and even free food and drink tasters in its food hall.

Many people continued to call the shop Jarrolds and now bosses at the retailer have agreed to make it official.

A new logo unveiled last night sees the "s" reintroduced, putting an end to years of debate.

A Jarrolds spokeswoman said: "We know you can’t look at the new logo and not notice the re-introduction of the ‘S’ which has been a point of many discussions through the years.

"Listening to people who refer to the store as ‘Jarrolds’, the decision has been made to hark back to their heritage.

"The letter has even made its way into the design of the lion with its winding tale; along with ‘J’s being included to form the legs."

While the company has been in existence for 253 years, Jarrolds' city centre store is celebrating its second century in business.

It was set up by bookseller, publisher and printer John Jarrold in 1770, in Woodbridge, Suffolk, before moving to the Fine City in 1823 at 3 Cockney Lane, which is what London Street was then called.

The business then moved to its current store shortly later, where it has remained ever since.

From tomorrow, the store's "party weekend" will begin with an array of demonstrations, entertainment and even free food and drink tasters in its food hall.