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Liberty London reveals its new logo

Sadiyah Ismailjee
11 June 2020

Luxury department store, Liberty has revealed its new logo to celebrate its 145 year history.

Liberty tasked design agency Pentagram to create a new “timeless” logo to appear on the store front, packaging and website.

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

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.”

Liberty Logo comparison

Liberty London Logo (Old//New)

The new logo signals the continuously developing identity of the iconic department store.

It also pays homage to 145 years of being established and since Arthur Lasenby Liberty purchased a building on Regent Street to open a London retail space selling luxury goods and fabrics from countries worldwide.

Throughout the history of the department, its has made a number of logos, each a symbol of the time in which it was created. Stored in the Liberty archive, these logos were the beginning for the new design.

Liberty said the new logo “allows for a whole array of expressive forms of typography and layouts."

The new logo will be featured on Liberty's signature purple shade where possible, however the gold has been redesigned to enhance the new typeface.

Liberty is yet to disclose whether it will be reopening next Monday 15 June, after months of being closed due to the COVID-19 pandemic.

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