Department store Selfridges has unveiled a new corporate and brand identity created by Newell and Sorrell.
The original name of Selfridges & Co is used, to retain a link with tradition despite a more contemporary typeface developed out of Franklin Gothic, says a Selfridges spokeswoman. The new marque retains yellow as its principal colour, but will be deployed in a variety of ways.
Selfridges marketing director Nick Cross says a new identity was needed to reflect “extensive refurbishment and a more dynamic spirit for the store”.
The illustration of the Oxford Street store in London will be dropped from Selfridges’ carrier bags to reflect new store openings planned outside the capital. The identity will be launched to the public on 23 October.
Newell and Sorrell won the project after a proposals pitch against an unnamed group.
According to the Selfridges spokeswoman, “Changes to internal signage will be implemented by the store’s in-house studio over the coming months.”