St Paul’s unveils a new, modern face rooted in Christian worship

Packaged in a timeless aesthetic, the wordmark is a synthesis of the old and the new. The crafted letterforms are drawn from extensive research into historic inscriptions, carvings and typographic references found throughout the Cathedral and crypt, dating back to the 17th Century, creating a living link between the Cathedral’s past and its future role of attracting and shaping the next generation of worshippers and visitors. 

The rebrand is unmistakably rooted in the Church’s long heritage of prayer, liturgy and Christian witness and developed with the craftsmanship of its own stonemasons, the new identity places the Cathedral’s worshipping life at its heart and ‘inspiring faith’ as its foremost goal. 

This emphasis is complemented by the Cathedral’s new vision – inspiring faith, welcoming everyone, a cathedral for London and the world - a nod to the Cathedral’s enduring significance for the wider city and the nation. Following two years of development, 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. 

Where people will encounter the refreshed brand 

The new identity will be introduced through a phased rollout across: 

• Website and digital channels 
• On-site wayfinding and visitor information 
• Services, events and talks 
• Learning materials and schools programmes 
• Press and media activity 
• Supporter and partner communications 
• Internal guidance for staff and volunteers 
• Marketing campaigns 
• Uniform 

Emily MacKenzie, Chief Operating Officer at 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 their faith, and to welcome all. 

“The cathedral belongs to everyone. It’s yours to find stillness in a noisy world, with stirring worship to lift your heart, and a faithful community who will meet you warmly. 

“The brand refresh speaks to the heart of our calling: to be a house of prayer for all people. Whether someone comes seeking God, seeking rest, or simply seeking beauty, we want them to know that St Paul’s is a place where they will be welcomed. 

“The new visual language in our rebrand is intended to help people feel invited in – whether to join daily prayer, attend Evensong, or simply pause beneath the dome to find stillness.” 

Laura Callan, Head of Marketing and of Communications at St Paul’s, said: 

“St Paul’s means many things to many people - a place of worship, sanctuary and shared history. Our new visual and verbal identity draws on this history, heritage and living tradition, reflecting the craft, stories and worship that shape this place every day. We hope it helps people feel not only welcome here, but truly invited to discover what St Paul’s might mean to them.” 

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.”