Pentagram – John Lewis/Waitrose

Pentagram partner Harry Pearce has rebranded John Lewis, Waitrose and parent company the John Lewis Partnership, in a bid to unify the three brands and highlight the “positivity” of the company’s employee-owned business structure. The new identity is the first major change for the three brands in 18 years, and sees the words “& Partners” added to John Lewis and Waitrose, to emphasise that employees are partners of the business. The project has taken three years to complete, and centred around three main aims: