Lilly Pulitzer has unveiled a significant brand refresh to celebrate its 65th anniversary. CEO Michelle Kelly calls it a "brand refresh" that builds on the brand's modernization strategy. The new logo is the first update in over fifteen years, and it's already gracing the latest store in Cranston, Rhode Island. It will gradually appear across all storefronts.
According to Mira Fain, Executive Vice President of Design and Development, the result is a "perfect balance of combining the roots of the brand with a modern take." She added, "We want new, powerful branding that is as identifiable, confident yet playful as the Lilly brand is today."
Founded in the preppy paradise of Palm Beach, the fashion brand holds a storied place in American resort wear. Known for its signature prints and effervescent color palette, the brand has consistently encapsulated the spirit of leisure and luxury. As the brand celebrates its 65th year, there is a compelling need to reflect on its journey and adapt to the shifting landscape of fashion and consumer tastes.
Michelle Kelly, CEO of Lilly Pulitzer, who has been with the company for nearly two decades, says, "It felt like the right time to revisit how we present ourselves to the world," she continues, "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."
The rebrand unveils a fresh logo, a collaborative creation involving three female-led teams:
- Pentagram for Logo & Visual Identity
- Kramer Design Group for Brand Strategy
- RoAndCo Studio for the Brandmark
Together, these teams reimagined Lilly Pulitzer's essence while pushing its visual language into new, exciting territories.
Paula Scher, a graphic designer from Pentagram, played a crucial role in establishing a modernized typeface that retains the brand's playful, identifiable essence. The design process was intensive and immersive, drawing inspiration from Palm Beach’s vibrant culture and Lilly Pulitzer's distinguished role in shaping resort fashion.
As the new logo begins to feature prominently across stores and products, it will act as a visual shorthand for the brand’s ongoing narrative—a story of vibrant, joyful fashion grounded in heritage yet ever-evolving to remain at the vanguard of style.
