Liberty Letters

Pentagram have created dozens of experimental typographic patterns borne entirely from their original bespoke Lasenby Sans font. From this original alphabet hundreds of typographic experiments were undertaken, and the original font re-imagined over and over again. These were then developed by the Liberty fabric design team into products including bags, scarves and fabrics as well as visual merchandising. The collection is a bold collision of colour and form. It builds upon the visual identity Pentagram designed for the 148-year-old brand, which includes a custom typeface and new logotype adapted from the original sign above the Great Marlborough Street storefront. Pentagram’s brief from Liberty Fabrics Design Director, Mary-Ann Dunkley was simply to play without any strategic outcome in mind. The experimentation was undertaken in the spirit of ‘unapologetic eccentricity’ from the heart of the Liberty brand manifesto. The Lasenby Sans font was created in collaboration with the Colophon type foundry.