Carefully redrawn and refined from the original sign that hung above the store’s Great Marlborough Street entrance, the new logotype also includes the full-stop which appeared on the original sign.
The design team used letterforms inspired by the new logotype to create a custom display typeface Lasenby Sans, named after Liberty’s founder. Although idiosyncratic and crafted, it still feels effortlessly modern.
The design team created a series of playful and unexpected typographic executions which perfectly capture the spirit of the ‘unapologetically eccentric’ brand.
The new branding is designed to work seamlessly across all of Liberty’s many applications, both in-store and online, from its iconic carrier bags and swing tags to its new website and app.
Pentagram’s new identity embodies craft, archaeology and refinement, combining modernism and timeless classicism to give Liberty a renewed confidence.