London’s St Paul’s Cathedral, an iconic landmark with a storied history, has received a new visual identity. Led by Pentagram, the design team aimed to create a contemporary yet heritage-rich look that respects its past while embracing modernity.
The new identity centres around the wordmark 'St Paul's'. This was crafted through a deep dive into the cathedral’s history, drawing on letter engravings and carvings found throughout the building. The elevated ‘S’ and ‘T’ are subtle nods to the building’s past, inspired by typographic details in the cathedral’s library.
The new typeface includes Dinamo's Arizona Flare with bespoke ligatures, complemented by Raleway. The colour palette is vibrant, inspired by the interior of the cathedral, from floor tones and wall hues to ceiling mosaics. Photography captures both grand moments and intimate human interactions within the building.
The ambition was to create an identity that is authentic, contemporary, flexible, and dynamic. This new visual strategy, developed in partnership with Simple Revolution, aims to reflect the unique character of St Paul’s and its inclusivity for all people.
