Lord & Taylor Relaunches with Classic Cursive Logo
A New Chapter for the Oldest Retailer in the US
Cursive logos were all but declared dead in 2024 after even Johnson & Johnson ditched its iconic script logotype, controversially followed by Washington College. Gen Z just can’t read joined up letters, we were told. But the oldest retailer in the US begs to differ.
The Lord & Taylor Logo: A Symbol of Elegance and Style
The Lord & Taylor logo has changed as often as the legacy department store brand has changed hands in recent years, going from a sweeping cursive logo to a more legible cursive that looked like it was written in a Sharpie marker to, finally, a clean and modern Helvetica-based design. Now it’s come full circle, and the new owner sees those logo redesigns as part of the reason the last comeback failed.
The New Owner’s Vision
Now the legacy brand is to be relaunched once more, again as an online-only store. And the new owner Regal Brands Global has decided the way forward is to tap into the nostalgia value of a brand that it says has been "a symbol of elegance and style since its inception."
A Betrayal of the Brand
In an interview with Retail Drive, Sina Yenel, chief strategy officer at Regal Brands Global, called the Helvetica-based 2022 logo redesign "the biggest betrayal of the brand".
"I understand going after young customers, but this is not a startup," Yenel said. "This is a brand that’s been out here for 198 years. Lord & Taylor has such a huge profile, among different generations and different cultures."
The Classic Cursive Logo
The new old Lord & Taylor logo was handwritten by the architect and graphic designer Andrew Geller. It was used pre 2015 and then again during the Le Tote ownership of the brand. With its wild, free-flowing script It’s visually very distinct, but it’s not exactly the most legible design.
Conclusion
The relaunch of Lord & Taylor with its classic cursive logo design is a bold move by the new owner, Regal Brands Global. The brand is hoping to tap into the nostalgia of its customers and restore its reputation for exceptional customer service and quality.
Frequently Asked Questions
Q: Why is Lord & Taylor relaunching with its classic cursive logo?
A: The new owner, Regal Brands Global, believes that the classic cursive logo is a symbol of elegance and style and will help to restore the brand’s reputation.
Q: What happened to the previous logo redesigns?
A: The previous logo redesigns were seen as a "betrayal of the brand" by the new owner, who believes that they failed to capture the essence of the brand.
Q: Will the new logo be more legible?
A: The new classic cursive logo is not the most legible design, but it is visually distinct and is intended to evoke a sense of nostalgia and elegance.
