The Conran Shop Reveals New Brand Identity Designed by Pentagram
Marking the first ever rebrand of the iconic design store, which was founded in the 1970s.
For the first time in its history, iconic design store The Conran Shop has undergone a full rebrand. Devised in collaboration with design agency Pentagram, the new look is intended to position the store as a future-thinking company that is founded on modernity and design excellence, while paying homage to its late founder.
Spearheaded by Pentagram’s Sascha Lobe, the new identity marks the first time that The Conran Shop has rebranded since it was founded in the early 1970s, and has been rolled out across all global markets. This move, in part, inspired the rebrand, which takes into account the “unique characteristics” of each key area, while ensuring that the The Conran Shop’s long-standing heritage and identity remains potent.
The concept of legacy, Lobe says, was also a key point of inspiration. “Our personal experience of meeting Sir Conran and seeing his relentless passion for design up-close was truly invigorating,” he adds. “We had a genuine conversation on his legacy – how he sought for the new, how he curated and selected.” This conversation ended up inspiring the new typeface collection from with the rest of the rebrand has branched off from.
The Conran Shop’s New London Flagship
For the rest of the assets, Lobe worked closely with branding strategist and creative director Kimberly Lloyd. “We focused on a logo system that was rooted in a multi-level typeface family with the aim to create a visual identity
that would elevate the brand to new heights,” Lloyd says. “The result is an open, diverse, and versatile identity that carries with it a sense of trustworthiness and speaks a universal language, suited for all markets.”
Terence Conran founded The Conran Shop back in 1973, creating a place to shop for iconic designs and future classics – both from respected and emerging talents. He passed away in September 2020 aged 88, but his business has continued present itself as the place to engage with modern design. This year, in particular, marks a “pivotal” one, says Peter Jenkins, CEO. “2023 is a special year for The Conran Shop as we celebrate our 50th Anniversary. It’s a big year of transformation and new direction for the brand,” he says, adding that they will be opening a new London flagship store in September 2023.
Take a closer look at the details of the rebrand above, and for more design – check out Charles Jeffrey’s collaboration with Wedgwood.
