London department store Liberty has completed a rebranding including a new logo and redesigned website, as it celebrates its 145th birthday this year.

Liberty’s new website,, aims to offer local and international customers a “truly unique and relevant experience”, helping to drive its global business.

The department store has also accessed its archives to create a new logo using the typeface from the sign that has hung above its Great Marlborough Street entrance since 1925. The new logo will now appear on all Liberty’s packaging and campaigns.

The rebranding has resulted in an “updated identity” across Liberty’s physical and online stores, Liberty Fabrics and own collections.

In house Liberty archivist Anna Buruma said: “Throughout Liberty’s 145-year history, there have been an unaccountable number of Liberty logos, all of which are preserved in our beloved Liberty archive and have inspired the newest incarnation that we launch today. 

“Through the years all Liberty logos have reflected the times in which they were created. Liberty means so many different things to so many different people, and I am delighted to see the launch of this bold new logo and branding to take us to the next chapter in Liberty’s history.”

Liberty chief information officer Martin Draper added: “As digital grows and becomes the most globally accessible part of our business, we needed to ensure that it allowed us to immerse customers in our brand experience and at the same time be intuitive to use. The new look and feel represent a new chapter for liberty and the new technology allows our team to streamline processes so that they can focus on the customer and working towards innovation.”