John Lewis unveils new name and logo – and shoppers aren’t sure what to think

In a move nobody saw coming, retail giant The John Lewis Partnership has just unveiled a big change.

The company’s two brands, John Lewis and Waitrose have undergone a rebrand, complete with new names and logos – the department store is now John Lewis & Partners, while the supermarket will be known as Waitrose & Partners.

Developed by Pentagram, the new logos feature the same elements across both brands, but with a black colour scheme for John Lewis and green for Waitrose.

The changes are set to be rolled out across UK stores over the next five years, but new branding has already been revealed online and at John Lewis’s flagship Oxford Street store, as well as Waitrose in Edgware Road and Clerkenwell.

Paula Nickolds, John Lewis & Partners managing director, explained the company had decided to implement the changes to put their partners "back at the heart of everything" they do.

She said: "Our Partnership business model and the inherent strength of our partners really sets us apart.

"That’s why the change to our visual identity this week puts partners back at the heart of everything we do. This move not only reflects the business we have become but more importantly, the business we want to be."

Alongside the new names and logos, John Lewis have also released a new advert featuring the Queen track, Bohemian Rhapsody.

People on Twitter were thrilled about the new ad, but had mixed feelings about the rebrand.

One person wrote: "John Lewis have just released the best ad and the worst logo ever at the same time."

Another commented: "John Lewis may have changed its logo and brand but I see it retains its enthusiasm for taking a pop classic and kookifying it in its ads."

A third said: "End of an era – the old logos were just so good. It does look like John Lewis and Waitrose are now an solicitors firms. I wonder what’s the logic behind the tree stripes?"

"John Lewis has a new logo for the first time since the industrial revolution and I fear for the future of Britain," added a fourth.

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The first John Lewis store was opened in 1864 in London’s Oxford Street and the John Lewis Partnership was created by Spedan Lewis, son of the founder, John Lewis, in 1929.

Today there are more than 50 John Lewis stores across the UK and over 300 Waitrose branches, including supermarkets and convenience stores.

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