Liberty London, one of the premier luxury department stores, has recently introduced a fresh and elegant new logo that pays homage to its impressive 145-year history. The renowned design agency Pentagram was tasked with breathing new life into Liberty’s visual identity, creating a logo that exudes timelessness and sophistication to be featured prominently on store fronts, packaging, and online platforms.
Harry Pearce, a partner at Pentagram, described the rebranding process as a labor of love, combining the art of craftsmanship, historical research, and meticulous refinement. The inspiration for the new logotype was drawn from Liberty’s original sign above the iconic Great Marlborough Street entrance, painstakingly reimagined to capture the essence of the brand’s rich heritage.
The unveiling of the new logo signifies a significant milestone in Liberty’s evolution, as the luxury retail destination celebrates 145 years of offering exquisite goods to discerning customers. Delving into its archives, Liberty unearthed a treasure trove of past logos that provided the foundation for the sophisticated new design, steeped in tradition yet infused with modernity.
With a keen eye for detail and a commitment to artistic expression, Liberty’s new typeface offers a versatile canvas for creative typography and layout design, unleashing a world of possibilities for visual storytelling. While the iconic Liberty purple remains a steadfast symbol of the brand, the refined gold accents add a touch of sophistication that complements the elegant new typeface.
Amidst the challenges posed by the global crisis, Liberty has yet to confirm its reopening date, hinting at a cautious approach to ensure the safety and well-being of its customers and staff. In contrast, competitors like Selfridges, Harrods, and Fenwick have already announced comprehensive plans for reopening, complete with strict social distancing measures and heightened hygiene protocols to provide a safe shopping experience.
For more information on Liberty London’s rebranding journey, check out their official website here. To explore the design process at Pentagram, visit their website here.
