Body Shop stalls new identity

A fortnight after the two-year wait for the new Body Shop identity was supposed to come to an end, Design Week can exclusively reveal that the retailer has pulled the plug on the project.

The Body Shop has been working on its look, both in-house and with external consultancies for over two years. Two weeks ago the new logo went before the board for ratification (DW 12 January). However, following a week of intensive board meetings, the project has been put on hold.

Head of design Paul Porral says the revamping of the logo is now not a priority for the Body Shop. “More pressing matters have pushed it [the logo redesign] off the agenda. I don’t know when it will find its way back on,” he says.

Porral refused to explain what the “pressing matters” were.