Dive Brief:
- For the first time in over 15 years, Lilly Pulitzer on Thursday introduced a new logo.
- In what CEO Michelle Kelly describes as a “brand refresh,” the new logo is part of a strategy to modernize the resort brand known for its vibrant patterns and colors, according to a company press release.
- The new logo debuted at the newest Lilly Pulitzer store in Rhode Island, with a planned roll out to other stores starting this summer, per the company. Upcoming collections in Lilly Pulitzer’s expanded shoes and handbag assortments, small goods, as well as activewear and sportswear will feature the new logo.
Dive Insight:
As the brand turns 65, Lilly Pulitzer is debuting a new logo.
"It felt like the right time to revisit how we present ourselves to the world,” Kelly said in a statement. "We are always looking for fresh ways to show up for our customers, and a focus on brand modernization while simultaneously celebrating the brand's 65th anniversary is a beautiful balance of heritage and innovation."
Lilly Pulitzer’s fresh logo highlights the brand’s resort fashion niche and uses a modern typeface. The company said the new logo was inspired by Palm Beach, Florida, where the company originates. Three female-led agencies — Kramer Design Group for brand strategy, Pentagram for logo and visual identity and RoAndCo Studio for the brandmark — had a hand in creating it.
“It's the perfect balance of combining the roots of the brand with a modern take," Mira Fain, executive vice president of design and development, said in a statement. "We want new, powerful branding that is as identifiable, confident yet playful as the Lilly brand is today."
In March, Lilly Pulitzer's parent company, Oxford Industries, reported the brand's fourth-quarter net sales increased 5% year over year to $78.4 million. For the full fiscal year, Lilly Pulitzer's net sales grew 1% from the prior year to $343.5 million.
Lilly Pulitzer's introduction of a fresh logo follows similar moves from other retailers. Wayfair in March introduced a new campaign, "Welcome to the Wayborhood," that included a refreshed logo, updated jingle and new celebrity partners. Last August, craft retailer Michaels announced a brand identity refresh, which included updating its logo with new fonts, accent colors and bolder graphics. That same month, Happy Socks also announced a brand refresh, which included a new brand pattern, logo, website redesign, two custom typefaces and new core brand colors. And casual shoe brand Heydude revamped its brand identity with new logos, fonts, color schemes and marketing just months after Crocs acquired the brand.
To further commemorate Lilly Pulitzer’s 65th anniversary, the brand is working with others on new collections to broaden its intergenerational appeal.
In March, Lilly Pulitzer announced a collaboration with Badgley Mischka on a seven-piece capsule collection of dresses. In the same month, the brand announced a trio of new collections with Pottery Barn, Pottery Barn Kids and Pottery Barn Teen that feature outdoor accessories, towels, bedding, décor and occasional furniture.
