Palm Beach mainstay fashion brand Lilly Pulitzer gets updated logo for 65th anniversary

Kristina Webb, Palm Beach Daily News

After 65 years, a Palm Beach fashion mainstay's logo is getting a refresh.

The Lilly Pulitzer logo update kicks off a refresh for the brand to mark its 65th anniversary, with the new logo rolling out on the newest store in Rhode Island and in upcoming collections, the company said in a news release.

Lilly Pulitzer chief executive Michelle Kelly said the anniversary made this the right time to launch a refresh of the brand that includes the first new logo in more than 15 years.

The new Lilly Pulitzer logo is seen in this promotional photo shared by the brand as it kicks off its brand refresh.
The new Lilly Pulitzer logo is seen in this promotional photo shared by the brand as it kicks off its brand refresh.

"We are always looking for fresh ways to show up for our customers, and a focus on brand modernization while simultaneously celebrating the brand's 65th anniversary is a beautiful balance of heritage and innovation," she said in the news release.

The new logo is a refreshed version of the classic Lilly Pulitzer signature, which is paired with a new brand mark that draws on the image of a butterfly, which the brand's eponymous founder loved.

The updated Lilly Pulitzer logo, unveiled by the brand May 9, is part of a brand refresh for the company created in Palm Beach by its eponymous founder.
The updated Lilly Pulitzer logo, unveiled by the brand May 9, is part of a brand refresh for the company created in Palm Beach by its eponymous founder.

"It's the perfect balance of combining the roots of the brand with a modern take," Mira Fain, Lilly Pulitzer executive vice president of design and development, said in the release. "We want new, powerful branding that is as identifiable, confident yet playful as the Lilly brand is today."

Lilly Pulitzer clothing is known for a playful use of bright colors and bold patterns, dating back to the first dress created by Lilly Pulitzer at her juice stand off Worth Avenue in Palm Beach.

The new Lilly Pulitzer logo, seen here on the right, is the first updated logo in more than 15 years for the brand.
The new Lilly Pulitzer logo, seen here on the right, is the first updated logo in more than 15 years for the brand.

From that first shift in 1959, Pulitzer's creations exploded in popularity as her friends — including first lady Jackie Kennedy — jumped at the chance to buy the polychromatic creations that quickly surpassed the store's citrus in popularity.

The modern day company worked with three female-led creative teams — Kramer Design Group for brand strategy; Pentagram including noted creative Paula Scher for logo and visual identity; and RoAndCo Studio for the brandmark — to tap into that history to create the brand's updated identity, the company said.

The new Lilly Pulitzer brandmark, which is designed to be reminiscent of a butterfly, is shown here.
The new Lilly Pulitzer brandmark, which is designed to be reminiscent of a butterfly, is shown here.

In addition to the updated logo and brand refresh, Lilly Pulitzer has celebrated its 65th anniversary with a number of collaborations including a Lilly Pulitzer-branded Moke America electric vehicle, a Lilly Pulitzer line of labels for Natalie's Orchid Island Juice Co. juices, and capsule collections with luxury fashion designers and Palm Beach residents Mark Badgley and James Mischka.

The company also recently rolled out the Barefoot in Paradise capsule collection, which includes 14 pieces designed in partnership with Lilly Pulitzer's daughter Liza and Minnie Pulitzer.

Kristina Webb is a reporter for Palm Beach Daily News, part of the USA TODAY Florida Network. You can reach her at kwebb@pbdailynews.com. Subscribe today to support our journalism.

This article originally appeared on Palm Beach Daily News: Lilly Pulitzer updates logo for brand's 65th anniversary

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