St Paul’s Cathedral today revealed a major rebrand, declaring its role as a cathedral for London and the world. 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.
At the heart of the rebrand is a clear message: St Paul’s is for everyone. For millions of Londoners who encounter St Paul’s as part of the skyline, the new brand reframes the Cathedral as something more personal: a place to step inside, to pause and to learn.
The brand also celebrates the enduring nature of the Cathedral – its presence not just as a landmark for over 300 years, but as a companion to London across centuries. This sense of endurance is woven visually into the new identity. Designers worked closely with the Cathedral’s stonemasons and collections, uncovering references to 17th‑century lettering traditions hidden in the building’s fabric – including engravings and carved letterforms in the Crypt. Historic typographic details found in a book in the Cathedral’s Library inspired the elevated “T” and “S” within the new wordmark, anchoring the design in the craftsmanship of Wren’s original vision.
Following two years of development, the brand refresh also includes a renewed articulation of values and purpose. It reinforces the Cathedral’s commitment to “inspire faith, welcome everyone, and be a cathedral for London and the world”. 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
Uniform
Marketing campaigns
Emily MacKenzie, Chief Operating Officer of 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 faith, to welcome Londoners and the world.
“The cathedral belongs to everyone. It’s yours to find stillness in a noisy world, with stirring worship to lift your heart, and a friendly community who will meet you warmly.
“The new visual language in our rebrand is intended to help people feel invited in – whether to pray, to feel inspired by beauty, or simply pause beneath the dome to find stillness.”
Laura Callan, Head of Marketing and Communications at St Paul’s, said:
“We wanted an identity that feels as human and alive as the Cathedral itself. From the shape of the wordmark to our tone of voice and the stories we share, every detail reflects our history, craft, living tradition – and our people.
“Our new brand is about helping more people feel welcome here, however they encounter St Paul’s.”
