Journey through the changing typefaces of the John Lewis logo from 1920 to 2001 and see how its brand message has evolved.

Early 1920s

Early 1920s: Handwritten script gave customers a sense of familiarity with the retailer

Handwritten script gave customers a sense of familiarity with the retailer.

Late 1920s

In the late 1920s a new formality sets in

In the late 1920s a new formality sets in.

1932

Flamboyance in an era of economic depression.

Flamboyance in an era of economic depression.

1954

American-style logo in an era when US consumerism was greatly admired

American-style logo in an era when US consumerism was greatly admired.

1957

Painterly-style logo well suited to stores specialising in fabrics.

Painterly-style logo well suited to stores specialising in fabrics.

1960

Modernisation in all things, including the John Lewis logo.

Modernisation in all things, including the John Lewis logo.

1989

Classical with a modern twist.

Classical with a modern twist.

2001

Clipped Gill Sans for a new millennium.

Clipped Gill Sans for a new millennium.