World Duty Free unveils new logo for T5 shops

Emily Pacey

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World Duty Free shops at London Heathrow terminal five will feature “aspirational” branding

BAA retail subsidiary World Duty Free (WDF) has revealed a new logo for shops at London Heathrow terminal five.

The branding was developed in partnership with JHP Design, the company behind the design of the main World Duty Free store in new terminal. The new logo will appear on WDF’s seven T5 stores.

The retailer said in a statement that the logo was designed to “complement the inspirational and aspirational design of [our] seven new shops.” WDF managing director Mark Riches said:

“This year will mark the 10th anniversary of WDF, and we are very aware that it is essential to continually refresh and renew a brand, particularly when you have developed new, path-finding concepts in your stores.

“We needed to create a brand that was fit for the 21st century and which had the ability to tempt all consumers with a modern, stylish and simple identity. We are looking forward to monitoring the impact this will have on customers shopping in WDF at Terminal 5 next year.”

JHP Design joint managing director Steve Collis said: “The new WDF store in T5 demanded a new brand badge that could appeal to the most diverse customer base on earth.”

T5 is scheduled to open in March 2008.