I love the hidden secret in this department store's new logo

Jarrolds logo
(Image credit: Jarrolds)

We love little Easter eggs in logo designs, and this new branding project for a UK department store delivers just that. And it's a logo secret that references the brand's legacy while resolving a couple of issues with the previous design in a classy way.

Jarrolds is an independent family-owned department store in Norwich with a history that goes way back over 200 years. Its new logo provides it with a modern look but also feels like it could have been with the brand for years. And with a little secret in that 'J', it could even be one of the best new logos.

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Joe Foley

Joe is a regular freelance journalist and editor at Creative Bloq. He writes news, features and buying guides and keeps track of the best equipment and software for creatives, from video editing programs to monitors and accessories. A veteran news writer and photographer, he now works as a project manager at the London and Buenos Aires-based design, production and branding agency Hermana Creatives. There he manages a team of designers, photographers and video editors who specialise in producing visual content and design assets for the hospitality sector. He also dances Argentine tango.