Liberty London unveils new logo

By

Barbara Santamaria

Published
Jun 11, 2020

High-end department store Liberty has refreshed its logo to reflect its 145-year history. Design agency Pentagram was tasked with creating a new “timeless” logo to appear on the store front, packaging and website.

“The process of rebranding Liberty has been one of craft, archaeology and refinement,” Pentagram partner Harry Pearce said.

“The logotype itself hails from the lettering in the original sign above the Great Marlborough Street front door, carefully redrawn to make it the most authentic logotype in Liberty’s history.”

The new logo marks the evolution of its identity, Liberty said. It comes as the luxury shopping destination celebrates 145 years since Arthur Lasenby Liberty took a building on Regent Street to open a London emporium selling luxuries and fabrics from distant lands.

Liberty has had many logos throughout its history, each one reflecting the time in which it was created. Preserved in the Liberty archive, these logos were the starting point for the new design.

The company said the new typeface “allows for a whole array of expressive forms of typography and layouts”, offering countless opportunities for expression.

It retains the distinctive Liberty purple, but the gold has been refined to enhance the new typeface.

Liberty has yet to reveal whether it will be reopening next Monday after months of inactivity. Rivals including Selfridges, Harrods and Fenwick have released detailed plans for their reopening, with significant social distancing measures and enhanced cleaning programmes in place.