Lilly Pulitzer has refreshed their signature look. The iconic Palm Beach brand is unveiling a new logo for the first time in over fifteen years, which is kicking off what CEO Michelle Kelly is calling a “brand refresh” and builds on the brand’s modernization strategy. As they continue to celebrate their 65th anniversary this year, the new logo has debuted on the brand’s newest store in Rhode Island and will begin to make its way to more storefronts starting this summer.
In partnership with a collective of female creatives including Paula Scher from Pentagram, Lilly Pulitzer tapped into their rich heritage to create a new evolution of their brand identity. “It’s the perfect balance of combining the roots of the brand with a modern take,” says Mira Fain, EVP of Design and Development at Lilly Pulitzer. “We want new, powerful branding that is as identifiable, confident yet playful as the Lilly brand is today.”
The redesign is years in the making. The brand took an immersive approach as they worked with three female-led teams, Kramer Design Group for brand strategy, Pentagram for logo & visual identity and RoAndCo Studio for the brandmark. All taking inspiration from Palm Beach, where the brand originated American Resort Wear, they collectively offer visions of how the brand reflects Lilly Pulitzer’s distinguished mark on resort fashion. With a modernized typeface and revisioning, the brand looks to keep their mission of optimism and a sunshine top of mind into the next generation.
“It felt like the right time to revisit how we present ourselves to the world,” says Michelle Kelly, CEO of Lilly Pulitzer, who has been with the company for nearly two decades. “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.”
Consumers can expect the brand to play with the logo mark as an engineered pattern, expected to be seen within upcoming collections in their expanded shoes and handbag assortments, in addition to small goods and their growing category of activewear and sportswear.
