(Image credit: Pentagram)

London's St Paul Cathedral is one of the capital's most iconic buildings. Designed by Sir Christopher Wren in the late 17th century, the cathedral was a symbol of resilience during the Blitz and is known today as 'The People's Cathedral'. It is both a magnet for visitors as well as a working, vibrant church.

The cathedral now has a new visual identity, courtesy of Pentagram, led by Domenic Lippa. The new look centres around the St Paul's wordmark. This was created thanks to a deep dive into the cathedral's history, drawing on letter engravings and carvings throughout the building and in the Crypt (and is an excellent example of how to build on a brand's heritage ).

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(Image credit: Pentagram)

The elevated 'S' and 'T' are a subtle nod to the building's history and are inspired by typographic details found in a book in the cathedral's library.…