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John Lewis & Co.

1864–1930

John Lewis 1

1925–1940

John Lewis 2

1940–1956

John Lewis 3

John Lewis

1956–1960

John Lewis 4

1960–1972

John Lewis 5

1972–1990

John Lewis 61

1990–2000

John Lewis 1989


In 1990, the logo was refreshed by Lloyd Northover. The new look carried a diagonal motif that is still used today.

2000–present

John Lewis logo


In November 2000, the logo was refreshed again by design agency Pentagram. Eventually, this was used as part of the Waitrose supermarket logo and its branding, along with the rest of the John Lewis Partnership. Interestingly, this logo is still used with a variety of occasional products.

John Lewis & Partners

2018–present

John Lewis & Partners 2018


A new identity, also designed by Pentagram, was introduced in 2018. It is designed to highlight the employee-owned nature of the business. For the first time, the same identity is shared across John Lewis, Waitrose and the John Lewis Partnership. Interestingly, the famous 2000 rebranding is used for most products all the time.


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