One of London's most iconic buildings gets a new identity (4 minute read)
St Paul's Cathedral in London has unveiled a new visual identity by Pentagram that modernizes its brand while respecting its 17th-century heritage.
What: The rebrand includes a custom wordmark inspired by the cathedral's stone engravings and carvings, bright colors drawn from its interior mosaics, and typography pairing Dinamo's Arizona Flare with Raleway, all designed to position the historic cathedral as an inclusive, contemporary place of worship.
Why it matters: This demonstrates how heritage institutions can modernize their brand identity without losing their historical character, offering a case study in balancing tradition with contemporary design expectations.
Takeaway: Designers working with heritage brands can study how Pentagram researched the cathedral's existing typography, architecture, and artifacts to inform modern design decisions rather than imposing external aesthetics.
Original article
St Paul's Cathedral has introduced a new visual identity by Pentagram that blends modern design with the cathedral's historic character, featuring a custom wordmark inspired by its engravings, a bright color palette drawn from its interior, and typography choices that balance tradition and contemporary style. The rebrand aims to reflect the cathedral's identity as an inclusive, living place of worship while creating a flexible and dynamic system for visitors and the wider public.