A New Era for Links London

Logos are more than just design elements; they are a brand’s visual signature, a mark of authenticity, and a key part of its identity. As Links London grows into its modern revival, a new logo was a necessity—not just a choice. In our latest YouTube video, we take you behind the scenes of the Links London logo redesign, exploring why we created it, how it was developed, and what it means for the future of the brand.

(Watch the full video below to see the process in action!)

Why a New Logo?

When the original Links of London logo was created in the early 1990s, the world was a very different place. Branding was built for print—business cards, packaging, and storefronts. In today’s digital-first landscape, however, logos must be instantly recognisable on social media, mobile screens, and e-commerce platforms.

Links London Unveils New Logo – A Modern Take on a Classic Legacy

Additionally, as Links London is both reviving vintage jewellery and introducing new collections, a clear distinction between past and present needed to be made. The original Links of London logo will always remain a mark of the past, appearing on vintage and restored pieces. But for new designs and packaging, we required a modern, ownable identity—one that was legally secure and fit for today’s branding landscape.

The Challenges of Logo Design & Legal Considerations

Many assume that logo creation is a simple design task, but as our research uncovered, it’s fraught with legal complexities. Watching branding expert Rock Your Brand, we learned about common logo pitfalls, including:

• Trademark Issues: A logo must be unique to be legally protected. Slight modifications of an old design do not create new ownership.
• Copyright Problems: Many fonts, symbols, and clip art elements are copyrighted, meaning they cannot be used commercially without proper licensing.
• Design Ownership Risks: Many companies unknowingly purchase logos from designers who do not transfer full ownership rights, leading to potential legal disputes.

By designing the Links London logo entirely in-house, we avoided these pitfalls and ensured that the new branding is 100% owned, legally secure, and future-proof.

The Design Process: A Modern Twist on a Classic

Rather than completely reinventing the brand’s look, the new Links London logo pays homage to its heritage while improving readability and usability across modern platforms.

Key Changes in the New Logo:

✅ Custom Typography – We created a bespoke geometric sans-serif font to ensure complete copyright ownership.
✅ Refined Layout – The wordmark remains structured, yet more streamlined, making it easier to read in smaller sizes.
✅ Scalability & Digital Adaptation – The design is optimised for social media icons, website headers, and packaging without losing clarity.
✅ A Nodding Reference to the Past – While the logo is new, it retains the essence of the original, ensuring continuity for long-time Links of London collectors.

Think of it like Coca-Cola’s branding evolution—small refinements that maintain brand recognition while modernising for the times.

The Future of Links London’s Branding

Moving forward, the new Links London logo will appear on all new products and packaging, clearly distinguishing contemporary pieces from vintage originals. The original Links of London logo will remain on restored items, reinforcing their authenticity and heritage.

This dual-logo approach ensures that collectors and new customers alike can navigate the difference between past and present, while still embracing the timeless appeal of the brand.

A Logo for the Next Chapter

The launch of our new Links London logo represents more than just a visual update—it symbolises the rebirth of the brand in a digital world.

By taking a thoughtful, research-driven approach, we’ve ensured that this new mark is legally secure, digitally optimised, and true to our heritage.

introducing the New Links London Logo: A Modern Revival of an Iconic Legacy

As Links London continues to grow, this logo will become a symbol of our commitment to craftsmanship, restoration, and innovation.