Brand Identity For St Paul’s Cathedral
A centuries-old landmark, rebranded with a modern twist.
Pentagram developed a new visual identity for St Paul’s Cathedral to express its vision as ‘The People’s Cathedral’. Drawing on the building’s architectural heritage and craftsmanship, the design features a refined wordmark inspired by historic engravings, complemented by a palette derived from the Cathedral’s stone and mosaic interiors. The result is a contemporary yet timeless identity that reflects both tradition and transformation.
Insights- The main creative move was using ABC Arizona for St Paul’s Cathedral, pairing a London landmark with a typeface that gives the identity a sharper, more unexpected voice.
- Pentagram positioned the redesign around the Cathedral’s vision as “The People’s Cathedral,” balancing public accessibility with its heritage-rich status.
- The wordmark was refined from historic engravings, while the colour palette was pulled from the Cathedral’s stone and mosaic interiors to keep the system rooted in the building itself.
- The identity was designed to feel contemporary yet timeless, reflecting both tradition and transformation rather than a complete break from the past.
- The overall approach leans on architectural heritage and craftsmanship, making the visual system feel symbolic and closely tied to St Paul’s physical environment.