Fashion chain French Connection says it will markedly reduce the use of its much-debated FCUK slogan after suffering sales decreases.

The company, which says it is time to turn to more subtle branding, has axed the logo from clothing and billboards after it became clear consumers had grown tired of it.

The infamous logo has been used on the company's clothing and in advertising campaigns since 1997 but has recently been branded tacky and overused.

Company spokesman Lorna Perrin said, however: "Logos are no longer prevalent in fashion collections and this is a response to the fact that our customers want something different."

However, Perrin added: "FCUK is interchangeable with French Connection as the company's name and so will continue to be used."

French Connection reported a 9 per cent slump in same-store sales for the first half of this year and issued a profit warning in July.