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As we enter a new phase, see the evolution of the Liberty identity
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Pentagram rebrands Liberty Pentagram rebrands Liberty

Liberty: Past, Present and Future

As we enter a new phase, see the evolution of the Liberty identity
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Liberty

Past, Present and Future

As we enter a new phase, see the evolution of the Liberty identity

Shop Liberty

As 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
A unique typeface allows for a whole array of expressive forms of typography and layouts, capturing the spirit of this unapologetically eccentric brand

The past is ever-present, yet has been used as a springboard for new ideas and a contemporary Liberty

The distinctive Liberty purple remains, but the gold has been refined in tone

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