John Lewis brand

John Lewis first opened its doors in 1864 and has since been on a brand journey that today sees the Partnership acknowledged worldwide as a sign of quality and excellence – both in terms of product sold as well as customer service delivery.

Across the UK, the Partnership has a total of 350 stores, 50 for John Lewis and 300 for Waitrose. In addition, they have increased market share significantly through a strong online presence that cleverly embraces a ‘click & collect’ strategy to help drive footfall to stores.

This week John Lewis and Waitrose revealed a group name change which sees the addition of the “& Partners” wording to their brand. After 93 years of constant use, they have also taken the bold step of replacing their corporate strapline “never knowingly undersold” with “For us, it’s personal”.

The new logo features the same elements across both brands, except for the colour scheme of black for John Lewis and green for Waitrose. The new branding, created by Pentagram but inspired by the original work designed by Hans Schleger and Peter Hatch in the early 60’s, has received mixed reviews.

However, partner and managing director Paula Nikolds explained how they wanted to put their partners back at the heart of everything they do, something they feel is the strength of their business model and traditionally has set it apart from its competitors.

“JOHN LEWIS & PARTNERS IS MORE THAN A NAME. IT MEANS WE’RE ALL OWNERS, COMMITTED TO GIVING YOU, OUR CUSTOMERS, THE HIGHEST QUALITY PRODUCTS AND SERVICE.”
Paula Nickolds
Partner & Managing Director

As well as the new branding, John Lewis have released a short film celebrating the rebrand. The heartwarming, ninety-second promotion features a school production of Queen’s Bohemian Rhapsody – a production that involved more than 80 children.

Here is a snapshot of John Lewis’s brand evolution, let us know your thoughts!

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