Creative agency Spring has rebranded London department store Browns, creating a logo based on the brand’s original logotype from 1970. The serif word mark appears at the bottom of bags, boxes and swing tags, creating a ‘cut-off’ effect.

CEO of Browns Holli Rogers says the company wanted to “re-invigorate” its branding. “Our approach needed to incorporate a touch of fun, but an element of the unexpected, reflecting the fact that as a brand, we are confident, as we always have been, to challenge the ‘norm’. The concept also needed to work perfectly across all our customer touch points, physical and digital,” she told CR.

“With all of this in mind, we agreed with Robin [Derrick, Spring’s ECD] and his team that the original logo should be our starting point. The team played around with it and refined the typography, before applying ‘the cut’, with the result being a bluntly cut serif logo, which has something of the traditional about it, as a homage to the past, but also something disruptive, which speaks to the future.”

Browns has also launched a new website and the identity appears on ‘scratch-off’ gift cards as well as VIP packs for loyal customers.