Liberty: Past, Present and Future
As we enter a new phase, see the evolution of the Liberty identity
Read morePast, Present and Future
As we enter a new phase, see the evolution of the Liberty identity
Shop LibertyAs we embark on our 145th year, we also enter the latest phase in our brand evolution - unveiling a new Liberty logo, that is inextricably linked to our past. Throughout Liberty’s history, innumerable logos have appeared across the iconic door, each one reflecting the times in which it was created. All of these have been preserved in the Liberty archive, and were the starting point for the timeless logo you see on the store front, packaging, and redesigned website today. "The process of rebranding Liberty has been one of craft, archaeology and refinement,” says Harry Pearce of Pentagram, the world-renowned design agency who made it a reality. “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 original Liberty stamp with lettering redesigned and refined by Pentagram
The past is ever-present, yet has been used as a springboard for new ideas and a contemporary Liberty