Film review website Rotten Tomatoes has overhauled its brand identity with a new look designed by Pentagram.

The new visual brand identity was created in partnership with Emily Oberman of Pentagram, after an eight-month process that included extensive testing with fanso f the site. It includes a new logo and icons representing "fresh," "rotten" and "certified fresh" movies and TV shows.

The Rotten Tomatoes brand has been through various incarnations over the past 20 years. Designed originally for the web, the logo in 1998 contained caterpillar bite marks, then changed in 2000 to imagery of rotten, decaying tomatoes, and in 2001 converted into vector illustrations of tomatoes.

Jeff Voris, Vice President, Rotten Tomatoes, says in a statement: "Our goal with the Rotten Tomatoes redesign was to preserve the brand essence our fans have come to know and trust, while building a modern and cohesive visual identity that can live across all platforms in the digital and physical worlds -- from mobile to video to live events."

The new look will make its debut on Friday at SXSW during Rotten Tomatoes' live event "Your Opinion Sucks," where fans take on professional critics in a debate and discussion about movies and TV shows.