As the iconic institution celebrates its 145th birthday, it looked to the famous Liberty archive and the physical store; a London landmark, to inspire and instruct an updated identity which will be realised in Liberty’s physical and digital presence, and across all its business verticals; omni retail, Liberty Fabrics and its own collections.

Working with world renowned design studio Pentagram, the new logo will feel familiar to the store’s artistic shoppers who may recognise the logotype from the sign that has swung above the store’s Great Marlborough Street flower entrance since it was established in 1925, 95 years ago.


Liberty Sign

The new logo has been sensitively and authentically redrawn by the team at Pentagram using this original logotype as a guideline which feels inherently ‘Liberty’ whilst decidedly contemporary. The new logo has been designed to be flexible and can be repeated, layered and bent to cover packaging, campaigns and even transform into its own repeat print. The Lasenby crest has also been updated and now features ‘LONDON 1875’, to be used as an accent to the master brand. The work also led to the development of a complementary bespoke Lasenby Sans Serif font which will be used across the brands communications.

Liberty Branded packaging

Harry Pearce, a partner at Pentagram who lead the project says, “The process of rebranding has been one of archaeology, craft and refinement, injecting a mixture of modernism and timeless classicism. Liberty’s history has been the inspiration and source for all we have created. The past is ever-present yet has been used as a springboard for new ideas and a more confident, contemporary Liberty.”

Madeleine Macey, CMO of Liberty shares, ‘It’s a gift to have a brand with a name as evocative as Liberty – simplifying the logo to be the word alone gave it the impact it deserves. We were also excited by finding the ‘full stop’ which has presented a great visual code which feels modern and can be used across our comms to highlight a definite statement. Discovering the answer for the future look of Liberty in one of our original signs feels so right as it is how we approach everything at Liberty; balancing looking back, staying true to our heritage and looking into our future to build on our legacy.’

In house Liberty archivist, Anna Buruma says: “Throughout Liberty’s 145-year history, there have been an uncountable number of Liberty logos, all of which are preserved in our beloved Liberty archive and have inspired the newest incarnation that we launch today. Through the years all Liberty logos have reflected the times in which they were created- with periods where numerous logos have lived alongside one-another, as well as eras of strict and stable adherence to logo and logotype rules. Liberty means so many different things to so many different people, and I am delighted to see the launch of this bold new logo and branding, to take us to the next chapter in Liberty’s history.”

Liberty tag

The branding will be used across all packaging as well as own brand Liberty collections and collaborations. The synonymous Liberty purple remains in a richer hue with a cooler, whiter gold accent. Launching today, the new website will be the first and most impactful use of the branding.

Eric Fergusson, Liberty’s Ecommerce Director says: ‘“We’re excited to unveil our redesigned website, complete with our new branding. The site has been built to be faster than ever; whilst also focusing on enhanced presentation of content to inspire every visitor at each step of the journey. We continue our voyage into new markets; with the launch of a dedicated experience for our US market alongside enhancements to the treatment of delivery, duties and payments for all other markets.”

The major restoration of Liberty Grade II* Mock-Tudor building which started earlier this year continues and is committed to match the ambition, imagination, technical skill and profound craftsmanship that originally built the store from the timbers of two ancient battleships.

Liberty external

‘145 years after Liberty opened its doors for the first time, we’re proud to remain a destination for discovery and good design for all. With new branding, a restored store and a reimagined digital platform, as custodians of this beloved British institution we hope to have prepared Liberty for the next part of its journey which will last longer than any of us.’ Madeleine Macey, CMO Liberty