St Paul’s Cathedral has revealed a major rebrand, reaffirming its role as a cathedral for London and the world. The refreshed identity positions St Paul’s not only as an architectural icon, but as a living, working cathedral rooted in the everyday life of the city.
At the heart of the rebrand is a clear message: St Paul’s is for everyone. For millions of Londoners who encounter St Paul’s as part of the skyline, the new brand reframes the cathedral as something more personal, a place to step inside, to pause and to learn.
The brand also celebrates the enduring nature of the cathedral, its presence not just as a landmark for over 300 years, but as a companion to London across centuries. This sense of endurance is woven visually into the new identity. Designers worked closely with the cathedral’s stonemasons and collections, uncovering references to 17th‑century lettering traditions hidden in the building’s fabric, including engravings and carved letterforms in the Crypt. Historic typographic details found in a book in the cathedral’s Library inspired the elevated “S” and “T” within the new wordmark, anchoring the design in the craftsmanship of Wren’s original vision.
Following two years of development, the brand refresh also includes a renewed articulation of values and purpose. It reinforces the cathedral’s commitment to inspire faith, welcome everyone, and be a cathedral for London and the world. The refreshed identity positions St Paul’s not only as an architectural icon, but as a living, working cathedral rooted in the everyday life of the city.
The new identity will be introduced through a phased rollout across the website and digital channels, on-site wayfinding and visitor information, as well as services, events, and talks. It will also be reflected in learning materials and schools programmes, alongside press and media activity, supporter and partner communications, and internal guidance for staff and volunteers. In addition, the rollout will extend to uniform and marketing campaigns.
Emily MacKenzie, Chief Operating Officer of St Paul’s, said, “For centuries, St Paul’s has stood at the heart of London both physically and spiritually, a place to inspire and bring people closer to faith, to welcome Londoners and the world. The cathedral belongs to everyone. It’s yours to find stillness in a noisy world, with stirring worship to lift your heart, and a friendly community who will meet you warmly. The new visual language in our rebrand is intended to help people feel invited in – whether to pray, to feel inspired by beauty, or simply pause beneath the dome to find stillness.”
Laura Callan, Head of Marketing and Communications at St Paul’s, said, “We wanted an identity that feels as human and alive as the cathedral itself. From the shape of the wordmark to our tone of voice and the stories we share, every detail reflects our history, craft, living tradition – and our people. Our new brand is about helping more people feel welcome here, however they encounter St Paul’s.”
Domenic Lippa, Partner at Pentagram, added, “I’ve never enjoyed the process for developing a brand strategy as much as with St Paul’s. The ambition for us at Pentagram, the strategists and writers as well as the client themselves, was to create an identity that would be authentic, contemporary, flexible and dynamic; to be true for a unique building that exists so proudly in London, but also reflects many of the strengths of our country. I genuinely believe the building has a special personality, and we needed to try and capture this.
“We hope we have created a fluid and flexible identity that will feel appropriate to the cathedral. But like the building itself, we hope it will surprise and delight the staff, tourists, visitors and most importantly worshippers.”
Bert Preece, Associate Creative Director at Simple Revolution, said, “St Paul’s is one of the most recognisable buildings in the world – but what makes it extraordinary are the people, moments and encounters that unfold within it every day. Our role was to help articulate a brand that reflects that living reality. Working closely with the cathedral team and its craftspeople – including the stonemasons who helped shape the wordmark – we built a brand that honours the cathedral’s extensive history and grandeur while feeling unmistakably alive to the present.”
For more information on St Pauls Cathedral, click here.
