Liberty's new visual identity

In recent years, luxury fashion houses have followed a trend of typography-led brand identity refreshes. Luxury fashion brands such as Burberry, Yves Saint Lauren, and Calvin Klein are opting for a minimal yet bold aesthetic, as opposed to a superfluous and dense design articulation.

This is why I was struck by the redesign of Liberty: it successfully injects an idiosyncratic personality that carries the brand’s flair whilst converging with effortlessly modern and sleek execution.

Crafted from the original sign that hung above the iconic Great Marlborough Street store, the new logotype successfully looks backwards to move forward, intricately linking Liberty’s new identity with its heritage and history.

Using the letterforms from the new logo, the fresh brand identity includes a custom typeface, Lasenby Sans, named after Liberty’s founder. For me, Lasenby Sans’ confident edges combined with its subtle angles successfully reflect the brand’s eccentricity; whether a bold minimal mark on labels or a repeated pattern on posters, the typeface works effectively across packaging, artwork, and fabric prints.

Liberty’s new brand identity succeeds in celebrating Liberty’s charisma while keeping up with the modern landscape of luxury fashion brands and is an elegant concoction of design that successfully marries tradition, craftsmanship, and modernism.

By Ala Uddin, Executive Creative Director.