John Lewis & Co.
In 1990, the logo was refreshed by Lloyd Northover. The new look carried a diagonal motif that is still used today.
In November 2000, the logo was refreshed again by design agency Pentagram. Eventually, this was used as part of the Waitrose supermarket logo and its branding, along with the rest of the John Lewis Partnership.
John Lewis & Partners
A new identity, also designed by Pentagram, was introduced in 2018. It is designed to highlight the employee-owned nature of the business. For the first time, the same identity is shared across John Lewis, Waitrose and the John Lewis Partnership.