After some two years’ gestation and collaboration with at least two top design consultancies, The Body Shop is finally on the verge of completing its new identity, designed in-house.
It confirms that it intends to introduce a new corporate logo, but details on timings remain “up in the air”.
According to Body Shop sources, the new logo retains the “pod”, as it is known in-house, which was created by a Brighton student years ago. But it takes the “more natural olive green” reflected in the new in-store look, which was created in-house and piloted in Lille, Singapore and London’s Kensington High Street last year. It also features a bespoke typeface that was conceived in-house and executed by a specialist typographer.
Previous reviews by The Partners and Landor Associates did not result in a new marque. The new identity is described by sources as “not revolutionary”, but it “retains some of the elements that are in the original”.
The decision to go ahead with the new logo is still dependent on a board decision, says new head of design Paul Porral. “It [the decision] should be taken quite soon, hopefully within a matter of weeks. It is a big financial commitment, with worldwide trademark implications and is not, at this stage, a design decision.”
The new identity was supposed to be ratified by a board meeting before Christmas, sources say, but now depends on board meetings to be held throughout next week. “It’s ready to go but we don’t have the final rubber stamp,” says one source.
The Body Shop’s in-house design team is believed to be working on packaging featuring the new logo for launch in 2002.