A New Era for Links London
As Links London continues its journey as a modern revival of an iconic British jewellery brand, we are excited to introduce our new primary logo—a design that honours the past while embracing the future.
Our new logo reflects the elegance, craftsmanship, and timeless appeal that define Links London. Designed in-house, it has been carefully crafted to pay tribute to the heritage of Links of London while establishing a distinctive identity for the new era.
Links London Unveils New Logo – A Modern Take on a Classic Legacy
The Inspiration Behind the New Logo
Links of London was known for its refined logo variations, each maintaining a title and subtitle structure, with ‘Links’ in a bolder style and ‘London’ placed subtly beneath it. Over the years, the brand evolved from serif-style typography to a more contemporary sans-serif look. However, as we bring Links London into the modern age, we recognised the need for a refreshed design that remains true to our heritage while adapting to today’s digital-first world.
Our approach was simple but thoughtful:
- Custom Typeface: Instead of modifying an existing font, we developed a bespoke geometric sans-serif typeface, ensuring originality and avoiding reliance on copyrighted fonts.
- Refined Layout: The logo now features ‘Links’ and ‘London’ in the same style and weight, with both words equal in overall length. This subtle refinement makes ‘London’ larger and more legible, ensuring stronger brand recognition across digital platforms.
- A Balance of Tradition & Modernity: By taking inspiration from historical Links of London logos but crafting an entirely new design, we have created a logo that feels both familiar and fresh.
Designed for the Digital Age & Brand Differentiation
One of the key motivations behind this update was to enhance the legibility and adaptability of the logo across all mediums—from jewellery packaging to website displays and social media. Unlike the past, where logos were designed primarily for print and physical branding, today’s landscape demands a design that translates seamlessly across smartphones, tablets, and high-resolution screens.
Additionally, as we sell both vintage Links of London and new Links London pieces, this logo serves as a clear distinction between the two brands.
- Vintage Links of London pieces will retain their original logos, preserving the history and identity of the legacy brand.
- New Links London jewellery will exclusively feature the new logo, reinforcing our refreshed design direction.
- The Links London website and all future branding materials will adopt the new logo, ensuring a seamless transition into the modern era.
ntroducing the New Links London Logo: A Modern Revival of an Iconic Legacy
This dual-branding strategy mirrors successful approaches taken by luxury houses such as Giorgio Armani, which distinguishes its high-fashion Armani Privé line from Armani Exchange, and Chanel, which maintains classic heritage pieces while innovating through contemporary capsule collections. These brands effectively balance heritage and innovation to engage both long-time collectors and new customers. By ensuring a clear distinction between the two, we can honor the past while building an exciting future.
With a more balanced composition and improved scalability, the new Links London logo achieves just that. It is clean, refined, and effortlessly modern.
Copyright & Trade Mark Protection
This new design is not just a logo; it is an integral part of the Links London identity. As such, it is fully protected under copyright law from the moment of creation. Since copyright protection is automatic, it grants us exclusive rights to use, reproduce, and enforce ownership over the design.
Additionally, our “Links London” trade mark is already registered, ensuring that the name itself remains protected against misuse. Together, these legal safeguards provide comprehensive protection, allowing us to actively monitor and enforce our intellectual property rights.
By establishing a legally distinct and original mark, we reinforce our commitment to authenticity, ensuring that the new Links London continues its legacy with integrity and innovation.
What’s Next for Links London?
This logo marks a new chapter in the Links London story, but it is just the beginning. We have exciting collections, vintage restorations, and exclusive designs coming soon—each crafted with the same dedication to quality and heritage.
Stay tuned for updates as we continue to build on the legacy of one of Britain’s most beloved jewellery brands. Follow us on social media and subscribe to our newsletter to be the first to discover what’s next!
📢 Join the conversation! What do you think of the new Links London logo? Let us know in the comments below or tag us on social media. #LinksLondon #ModernHeritage #JewelleryDesign
