Harrods Logo PNG
The Harrods logo conveys luxury, sophistication, and attention to detail, making the department store a global symbol of quality. It combines tradition and modernity to create a unique experience for shoppers. From a small store to a retail legend, Harrods is known for its high level of service and exclusive range of products. The logo emphasizes prestige and makes every visit a special occasion.
Harrods: Brand overview
Charles Henry Harrods established his first store in the East London suburb of Stepney in 1834, marking the beginning of the brand’s history. It started as a small grocery shop selling tea and other colonial-era products. With just one employee, the business began modestly but quickly earned a reputation for high-quality goods and exceptional customer service.
In 1849, Charles Harrods relocated the store to Knightsbridge, a thriving area with great business potential. The new shop on Brompton Road began with only three employees and a modest two-room space.
The 1860s marked a period of significant change for the business. In 1861, Charles Digby Harrods, the founder’s son, took over management. Under his leadership, the enterprise expanded rapidly, adding fruits, vegetables, medical supplies, and perfumes to its inventory.
In 1883, a devastating fire nearly destroyed the store. Despite this setback, the business rebounded quickly. Charles Digby Harrods restored operations and was back in operation by Christmas of that year. The rebuilt premises underwent modernization and was among the first in London to feature electric lighting.
The 1890s were a golden era for the company. The store expanded significantly, becoming a multi-department luxury destination. In 1898, it introduced Britain’s first escalator, a novelty that amazed customers. To calm their nerves after the ride, the staff offered them brandy.
In 1902, the building underwent a major reconstruction, adopting its iconic Edwardian Baroque style. The new five-story structure incorporated cutting-edge technology, cementing the business’s reputation for luxury and quality.
In 1919, ownership transferred to Debenhams, although the brand remained independent. Another pivotal moment came in 1959 when House of Fraser acquired it.
The 1970s and 1980s saw further growth and modernization. In 1985, the Al Fayed family purchased House of Fraser, including the renowned Knightsbridge store, for £615 million. Under Mohamed Al-Fayed’s leadership, extensive renovations introduced new departments and services to enhance its appeal.
In 2010, the store entered a new era when it was sold to the Qatar Investment Authority for £1.5 billion. The new owners invested heavily in development and refurbishment, ensuring its status as a world-class shopping destination.
Between 2010 and 2015, significant investments expanded offerings and updated interiors. Luxury brand boutiques were introduced, and existing sections were modernized.
From 2016 to 2020, the company focused on enhancing its online and digital presence while maintaining its reputation as a premier retailer.
The years 2021–2023 were marked by further growth and adaptation to evolving customer preferences. Investments continued to improve the shopping experience and expand the range of high-end products.
Over nearly 190 years, the store has transformed from a small grocery shop into one of the most iconic and prestigious department stores globally. Balancing its heritage of quality and elegance with modern commerce, it remains a symbol of British luxury and continues to attract customers from around the world.
Meaning and History
The Harrods company operates under the motto “Anything is possible,” on its peak days, the department store welcomes up to 300,000 visitors. What attracts people to this legendary store? The secret of its popularity lies in its rich history, unique traditions, and consistent marketing policy to create unforgettable experiences for every customer.
The store’s marketing strategy targets lovers of luxury goods, high quality, and designer brands. Attention is also given to tourists and shoppers with more modest budgets. Tourists especially value the opportunity to purchase gifts and souvenirs in this iconic department store, which has no branches in other cities worldwide. Regular special offers make elite shopping accessible to customers with different income levels.
Harrods is a true family department store, where numerous goods and services are gathered in one place, saving time and offering convenience. Between shopping, visitors can enjoy meals in one of the restaurants or relax in the spa or beauty salon. Despite high prices, the brand offers discount cards with a 10% reduction and seasonal summer and winter sales. The store also provides worldwide delivery at a fixed rate, making it accessible to customers from any country. The store has magazines and digital catalogs on websites and mobile devices.
Harrods skillfully uses its rich heritage to build a strong brand. The history of effective branding began when the store moved to Brompton Road. The retail space quickly expanded in the prestigious Knightsbridge area by acquiring neighboring buildings. The range of products, which initially included groceries, was expanded to include medicines, clothing, and perfumes. Charles Harrod, the department store’s founder, can rightfully be considered the brand’s first creative director, and his signature became the first “mark” of the brand’s style, which is still associated with exceptional quality and luxury.
For a long time, the department store avoided creating a traditional logo, preferring to use an image of its majestic Edwardian-style façade.
Throughout its history, the iconic Harrods brand has used many different logos. The earliest versions included the inscription “Harrods Limited,” written in bold fonts with decorative flourishes and intricate elements surrounding the name. These visual elements gave the logo a sense of refinement and grandeur. However, after numerous experiments with various fonts and styles, the logo developed by Minale Tattersfield Group in 1967 was adopted. This lettering artist created the signature font that became the basis for subsequent visual branding. Based on calligraphic designs, the unique, unconventional letters remain an important and recognizable part of the visual identity.
What is Harrods?
This is a luxury department store in London offering premium products and services. Its spacious halls are housed in a uniquely designed and decorated building, where visitors can find everything from high-fashion clothing and jewelry to exclusive furniture and rare delicacies. The store is renowned for its excellent service, cozy restaurants, and elegant atmosphere. Its wide selection and sophisticated style have become a symbol of London luxury, attracting local shoppers and tourists worldwide.
1870
The old Harrods logo features the black inscription “HARROD” without the letter “S” because, at the time, the British department store was associated with its founder, Charles Henry Harrod. The businessman’s surname adorned the façade of the massive building, where vegetables, fruits, stationery, perfumes, and pharmaceuticals were sold.
The emblem’s appearance is typical late 19th-century signage using vintage antique fonts. The classic design evokes the era of Victorian England when popular department stores primarily served wealthy customers. For example, Harrods was frequented by members of the royal family, such as Sigmund Freud, Oscar Wilde, Charlie Chaplin, and other notable figures. The logo’s refined style conveys respectability, tradition, and high standards, highlighting the store’s connection to the elite.
From the perspective of modern shoppers, the old emblem from 1870 might seem somewhat rough. This is because brands of that time did not strive for the minimalism and sophistication that became popular in later periods. Additionally, imperfect printing technologies did not allow for the precise reproduction of fine details. This explains why the Harrods logo consists of uppercase letters with bold lines and large, split serifs.
The slight rounding at the ends gives the inscription some smoothness and softness, though even this does not eliminate the sense of heaviness. The font appears powerful and massive, as the prestigious department store aimed to impress customers with its stability.
1880
By the early 1880s, the Harrods staff had grown to 100 employees as the store rapidly expanded by acquiring adjacent buildings. To reflect the business’s growth, it was decided to redesign the façade and introduce a new sign—clear, simple, and easily visible from a distance.
Adding the letter “S” to the word “HARROD” emphasized that it was not merely a family-owned department store but a large company offering a wide range of products for the whole family. The logo still retained the spirit of Victorian England, evident in its distinctive retro-style font.
The classic design evoked associations with luxury, grandeur, and monumentality, as the flourishing store sought to match the status of its wealthy and famous clientele. Writers, actors, poets, and directors continued to visit Harrods until 1883, when the store burned down completely.
However, the emblem of that time showed no hint of the store’s vulnerability or impermanence. The bold letters were adorned with long serifs, creating a sense of resilience. Aesthetic sophistication combined with visual strength is evident in the uppercase font, clean lines, and geometric simplicity. Even the black color was fitting, as it underscored the traditional style of the inscription.
1890
This logo appeared after the department store’s shares were put up for sale, and the owning company changed its name to Harrod’s Stores Limited. The wordmark remained in the refined Victorian style, but now the emphasis shifted to elegance and sophistication, unlike the rougher design of previous emblems.
It is believed that the new font was inspired by Charles Henry Harrod’s signature, which can be seen in some documents. However, this is a charming myth, as the founder’s autograph appears sloppy and illegible. It bears no resemblance to the neat, handwritten font used in the 1890 logo.
The black inscription is rendered in calligraphic script, maintaining a perfect balance of diagonal lines. The letters have lost some sharpness over time, as the emblem was created in the late 19th century. The finest strokes were not fully printed due to the limitations of old printing technologies. However, this does not detract from the appeal of the Harrods logo—instead, it adds a sense of visual lightness.
The chosen font reflects a desire for decorative and elegant forms, especially evident in the first letter, “H.” The sophisticated inscription symbolizes luxury and exclusivity, emphasizing the department store’s position as a luxury brand. The calligraphic style creates an inviting atmosphere, aiming to attract a broad customer base. Lowercase glyphs are used for the same reason: they make the design appear relaxed and approachable. At the same time, they retain the spirit of the Victorian era, exuding an air of aristocracy.
1895 – 1905
Based on photographs found in St James’s Gazette, at the turn of the century, Harrods stopped using large signs with logos and instead focused on the grand design of its façade. During that period, several simple wordmarks appeared in print advertisements. Among them was an inscription rendered in a vintage font with triangular serifs. All the rounded lines were adorned with spikes, giving the emblem an old-fashioned character.
The elitism characteristic of previous logos disappeared—now it conveyed informality and everyday appeal, as the chosen retro style was associated with public establishments of the American Old West era. This created a contrast between the visual image of Harrods and what it truly represented: behind the display of simplicity lay a majestic luxury department store.
To make the emblem stand out, designers positioned it diagonally, raising the right side. In newspaper advertisements, the inscription appeared between two curved lines as if carried by a powerful current. This visual dynamic symbolized the rapid growth of the business and the expansion of its product range. It hinted that the store had “caught the wave,” offering customers everything they needed.
The wordmark consisted of uppercase letters, which conveyed stability and reliability despite the uneven positioning. The first “H” was noticeably enlarged to highlight the brand’s name, importance, and prominence. One of the “R” letters featured a diagonal leg extended to the right, and this asymmetry made the logo distinctive, suggesting Harrods’ desire to push beyond conventional boundaries.
1909
The company returned to a logo inspired by Charles Henry Harrod’s signature to pay tribute to the business’s founder. By 1909, Harrod no longer owned shares in Harrods, but the handwritten inscription reminded him of his pivotal role in the store’s establishment.
The wordmark’s style closely resembled the retail magnate’s casual autograph. However, designers refined the letters, adding elegance and sophistication, as Charles’s signature lacked such graceful flourishes, smooth curves, and perfect symmetry. The department store’s emblem incorporated these elements, with the chosen handwritten font resembling calligraphy.
The creators had to make the logo legible so potential customers could immediately recognize the brand name. At the same time, the inscription included numerous decorative details. For instance, the first letter “H” ended on all sides with elegant loops. Only the final “s” was somewhat illegible, as it extended downward into a long stroke that connected the words “Harrods” and “Ltd.”
The transition between the lines was filled with a continuous stroke that moved leftward before quickly curving right and merging with the letter “L.” This made the emblem dynamic and emotionally expressive, as in graphology, handwriting with sharp lines reflects the writer’s energy. Thus, the logo symbolizes the company’s growth, significant potential, and future achievements.
The refined letterforms emphasized the store’s focus on exceptional clients and its intent to cater to the elite, who valued visual aesthetics. Since Harrods was already offering luxury goods, it was important to reflect this in its visual identity.
1910
The English department store continued experimenting with fonts and moved away from the elegant handwritten style in favor of a plain, grotesque typeface. As a result, the emblem lost its unique charm and ceased to evoke associations with vintage signage. It resembles a dull road sign more closely: a simple white inscription inside a black rectangle.
The chosen font has no distinctive features that make the logo stand out. It looks standard, lacking serifs or any decorative elements. This visual austerity suggests that behind Harrods’ luxurious façade lies hundreds of people’s complex and intense work, enabling the store to continue serving its customers.
The new emblem symbolized quality, responsibility, reliability, and precision. Although signs of aging, such as scuffs and paint drips, appeared on it over time, they do not detract from its overall appearance. The inscription “HARRODS LTD” is in uppercase letters, evoking a sense of confidence and stability. Despite the font’s bold shape, slight rounding at the ends of the lines adds smoothness and softness to the brand name.
The simple geometric style emphasizes the department store’s accessibility, while the straight rectangular base symbolizes adherence to strict standards required of retail enterprises. In the word “LTD,” the last two letters are reduced in size and raised, visually separating the secondary part of the text from the company name. This stylistic technique was often used in 20th-century typography.
1914
The Harrods 1914 logo is designed in a vintage style, highlighting prestige and grandeur. The letters feature flowing flourishes: one (small) extends from the “s” and loops, while the other (large) stretches from the “H” across the entire word and spirals. These lines add retro charm to the emblem and refine it, reflecting the department store’s long history and commitment to luxury and tradition.
At the same time, the logo shows signs of a transitional period: it retains the sophistication and aesthetics of the Victorian era. Still, it begins to adopt simpler features, starting to dominate modernist design. Examples include the clear shapes of the letters. Despite flourishes, the inscription is not overloaded with decorative elements—the composition conveys clarity, lightness, and balance.
The brand name uses a fairly legible font with sharp serifs. Thick vertical lines contrast with thin strokes, enhancing the emblem’s visual dynamism. However, the word already appears dynamic due to its wave-like form: the letters dip downward in the middle and rise again at the end. This arrangement closely mirrors the curve of the decorative line emerging from the “H.”
The modest inscription “Limited” is tucked away in the lower-right corner, ending with a period. Unlike the main word, it is horizontally aligned and written in a small font, with no embellishments other than serifs. Designers intentionally understated this part of the text to focus attention on the store’s name, emphasizing its uniqueness and significance.
1920
This is the most unconventional Harrods logo, strikingly different from previous years’ refined and calligraphic styles. It uses a Gothic font, which, even in the 1920s, was considered archaic and associated with ancient European traditions. This choice gives the inscription an impression of strength, solidity, and significance.
The letters are dominated by bold lines, creating a sense of stability and durability. Each glyph resembles an architectural element—robust and monumental, with carefully rendered details and sharp angles. Despite the overly massive form, the font remains fairly legible: the brand name stands out clearly amid the intersecting sharp strokes. Thus, the emblem successfully combines ornamentation and functionality.
This design enhances the expressiveness of the inscription, reminding viewers that even in the early 20th century, Harrods was a renowned and prestigious department store that stood out among its competitors. The sophisticated Gothic style hints at the brand’s rich history, rooted in the mid-19th century. The ornate letters evoke associations with ancient traditions, status, and luxury, referring to eras when craftsmanship was highly valued.
1935
The wordmark shows the early beginnings of the modern Harrods logo, although the 1935 design retains the flowing and dynamic handwriting characteristic of the Art Deco era. Clear geometric shapes and restrained decoration define this style, and the brand name is presented in a readable script font with balanced lines.
The elegant and sharply defined letters are slightly slanted to the right, creating a sense of motion. The text is positioned diagonally, with its end rising sharply upward, symbolizing the company’s growth and progress. Another symbol of development is the curved line that underscores the word and bends slightly upward. This feature makes the logo resemble the personal signature of Charles Henry Harrod despite the handwriting being entirely different.
The lines are free from excessive detail, reflecting Art Deco’s preference for simplified forms. The initial “H” has long, sharp serifs resembling spikes, yet even they appear appropriate and streamlined. The final letters are slightly compressed as if written hastily. This combination of precise font structure with chaos gives the impression of the brand’s individuality. The consistent black color adds an air of exclusivity to the inscription.
1950
In the early 1950s, this logo appeared in television advertisements to promote Harrods and attract the attention of a broader audience. The inscription features a standardized version of a script font, which is even closer to the modern design.
What changed compared to the previous emblem? The end of the line still rises upward, but the angle of the ascent has been noticeably reduced. The lowercase letters are aligned along a single diagonal line, unlike the uppercase “H,” which is positioned lower. Because the “a” is aligned with the central crossbar of the “H,” the word appears slightly curved.
The “H” is now noticeably slanted to the right, as if pushing the other letters forward, symbolizing determination, confidence, and focus—qualities that helped Harrods succeed. The underlining stripe, another symbol of progress, was removed because designers aimed to simplify the logo and avoid unnecessary details. This decision aligned with the trends of the time, as minimalism and clean forms were becoming increasingly popular.
The absence of flourishes, serifs, and other decorative elements makes the inscription concise, reflecting a shift toward simplicity and modernity. However, the handwritten elegance remains: even the “s,” which resembles a printed character, appears smooth and graceful. The font imitates calligraphy, lending the store’s name lightness and dynamism.
The elongated lines infuse the inscription with internal energy, reflecting the company’s rapid progress. By 1950, Harrods had acquired numerous department stores worldwide. The emblem’s clarity and minimalism demonstrate Harrods’ desire to keep pace with the times while maintaining an air of elegance.
For the first time in many years, the wordmark became white and was placed within a large black rectangle. This color scheme emphasizes respect for tradition, as most of the brand’s logos are black and white. Combining a light inscription against a dark background creates contrast, making the glyphs more noticeable and highlighting every graceful curve.
1960
1959, Harrods was purchased by the British department store House of Fraser. The new owner decided to update the store’s visual identity, and in 1960, its emblem evolved again, adopting a more modern appearance. The recognizable handwritten design was retained, but the letters became more expressive and striking. The strong contrast between thin and thick strokes achieved this effect. The varying line thickness gave the inscription a slightly unpolished look,k as if it had been written with a fountain pen. This reflected the spirit of freedom and experimentation characteristic of the mid-20th century.
The elegant font added an artistic touch to the logo, though it cannot be considered entirely calligraphic: the first letter “H” and the final “s” have a rough shape that is uncharacteristic of classic styles. Yet even in this form, they appear harmonious and blend well with the other glyphs.
The mix of styles made the emblem unique and informal, demonstrating that Harrods respected tradition and respected tradition and adapted to the modern world. The sharp lines conveyed a sense of dynamism, giving the brand a creative image. The first “H” stood out, as it was significantly taller than the other letters. Its central crossbar was nearly as long as the two vertical strokes. However, the horizontal line was very thin, creating a sense of lightness and freedom.
The inscription was no longer slanted diagonally, as it had been in previous years. Instead of rising upward, the word “Harrods” was oriented straight forward, though some letters appeared to “bounce” slightly. This approach reflected the company’s pursuit of originality and independence from traditional rules.
The logo remained elegant but adopted a more relaxed, artistic style. It struck a balance between precision and subtle casualness, evident in the finer details. The color scheme, however, stayed unchanged: the wordmark was still in the traditional black-and-white palette. The difference was that the lettering was now dark, set against a light background.
1968
In the late 1960s, the department store was incredibly popular, but inconsistency in branding elements undermined the ideal. Different departments used various versions of the same emblem, and the visual identity lacked standardized guidelines, leading to confusion. To unify the design, a single Harrods logo was decided to be created. This logo appeared on the packaging of several hundred branded products, emphasizing their connection to one brand.
The brand’s style is built on new typography that maintains a connection to the old wordmark. This commitment to tradition highlights how much the company values its century-old heritage. At the same time, the evolution of the font reflects its willingness to experiment and grow, adapting to changing trends. Despite their simplicity, the modern forms convey the elegance and prestige of the famous store.
The emblem features the brand name, with each letter drawn by hand. While maintaining its handwritten style, the lettering has become more graphic and stylized. The lines appear cleaner and more even than in the previous version, yet they remain smooth. The font emphasizes Harrods’ stability and dedication to maintaining its luxurious image.
The main difference between this logo and the previous one is the boldness of the glyphs. Due to the thick strokes, they appear blurred and less distinct, reducing the legibility of the text. However, even in this form, the department store’s name remains highly recognizable, as the designers made almost no changes to the shapes of the letters. The “H” still dominates in height, emphasizing the beginning of the word. The final “s” continues to resemble a wavy stroke, bearing no resemblance to standard handwritten styles.
The thicker lines give all the ends soft, rounded finishes. This not only supports visual dynamism but also creates a sense of accessibility. Through this, Harrods aims to show that it is open to new visitors. The white lettering also inspires trust, highlighting the soft contours of the letters. Even the black background works well here, serving as an expression of classic sophistication.
1985 – 1998
In the 1980s, the department store updated its branding again to stay relevant in customers’ eyes. The revised logo maintained its connection to centuries of heritage through the familiar handwritten inscription. The letters in the word “Harrods” remained bold but became slightly thinner and more refined. The lines achieved a previously lacking balance, making the brand name much easier to perceive.
The uneven thickness of the strokes gives the emblem a dynamic quality, emphasizing the company’s openness to creative solutions. Elegance remains: the smooth curves, soft corners, and graceful shapes remind customers that the store is a luxury establishment. Its clientele consists of successful individuals who value quality service and aesthetic appeal.
The handwritten inscription adds value to the logo, as each line reflects an individual approach. The script font has an informal look, showcasing a desire for modernity. This is especially evident in two letters: “H” and “s.” They are formed with simple lines, but their simplicity does not detract from the overall appearance of the emblem. On the contrary, the elegant strokes highlight the brand’s creative and bold character.
All the letters, except for “H” and “s,” are raised slightly upward. Beneath them is the word “KNIGHTSBRIDGE,” written in uppercase block letters. This refers to one of London’s most exclusive districts, home to luxury hotels, fine dining restaurants, high-end boutiques, and other elite establishments, including the renowned Harrods department store.
Adding the new inscription emphasizes the store’s prestige, which has long been integral to Knightsbridge. The logo draws attention to the company’s historical significance, linking it to the affluent district and its elite clientele. Combining two completely different fonts—block and handwritten—reflects the creative spirit of the 1980s, when many brands sought to stand out from competitors through unconventional design solutions.
1998 – 2005
1988, another redesign was carried out, but the logo’s structure remained unchanged. Instead, the focus was on updating the font, which retained its handwritten style. The designers subtly reduced the line thickness, making the lettering appear lighter and more elevated while preserving its signature aesthetic. The colors were reversed: the text became black, and the background turned into empty white space. Despite its simplicity, the monochromatic palette adds classic charm to the emblem.
The elegant logo emphasizes the department store’s premium nature, historical heritage, and commitment to staying modern. The words “Harrods” letters look solid and stable, even though most are slightly raised. Only the initial “H” and the final “s” are lowered, standing out with their eccentric forms. Their sharp lines convey expression and the department store’s ambition to make a bold statement.
The “KNIGHTSBRIDGE” inscription remains in place. It is still positioned below, highlighting the exclusivity of the store, which welcomes customers in London’s prestigious Knightsbridge district. The clean, uppercase sans-serif font conveys a sense of solidity and permanence, subtly alluding to Harrods’s timelessness. However, the designers had to make the word “KNIGHTSBRIDGE” significantly smaller than the brand name to establish the proper visual emphasis.
2005 – today
The name of the elite London district has been removed from the logo because the department store has become famous. Of course, its location played a significant role, but Harrods is a fully independent brand that can take pride in its achievements. Even if the store moved from Knightsbridge, it would remain impeccable, luxurious, and popular.
Despite removing the bottom line, the letters in the word are still slightly raised, as if something is meant to be underneath them. This arrangement intrigues, creates a sense of mystery, and hints that Harrods has plenty of surprises to delight its customers.
All the letters in the logo are connected except for the final “s.” Nearly all words—from “H” to “d”—are crafted from one continuous line. Smooth curves here contrast with sharp turns and perfectly straight verticals, reflecting the multifaceted nature of the department store. Clean edges and rounded corners convey a sense of confidence, which is precisely what the brand aims to achieve: demonstrating its British precision, which helps it maintain its chosen business direction.
The black lettering doesn’t look dull at all—on the contrary, it is associated with luxury, versatility, and aristocratic elegance. The white background emphasizes a commitment to simplicity and accessibility. This classic combination reflects the true essence of Harrods: a store with a centuries-long history and a promising future.
Font and Colors
For many years, the signature color palette has consisted of a dark green background and gold lettering, effectively conveying a sense of luxury and wealth. This classic combination evoked tradition and created an impression of exclusivity and premium quality. The gold letters on a green background immediately brought to mind the image of an elite department store, where every detail emphasized sophistication and high-level service.
However, the modern version of the logo has seen noticeable changes. It is now presented in a more restrained black-and-white color scheme. A black rectangle with white letters looks stylish and elegant, reflecting a shift towards minimalism that underscores Harrods’ status as a symbol of modern luxury. The handwritten lettering remains bold and italic, but special attention is drawn to the wide horizontal stroke in the letter “H,” which adds uniqueness and makes the logo easily recognizable. This understated yet expressive design highlights the prestige and high reputation of the elite store, which stays in step with contemporary trends while preserving its roots.
