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Livraria Lello has a new visual identity signed by Eduardo Aires

At the age of 116, the World’s Most Beautiful Bookshop changes its logo for the first time. The new visual identity of the century-old brand was presented last Thursday, by the administrator of Livraria Lello, Aurora Pedro Pinto and by the renowned designer Eduardo Aires.



“The brand image, which has been the same since 1906, was no longer adjusted to what is the Livraria Lello of today and tomorrow. It needed more modernity, more color, more energy, more life, more boldness, but with absolute respect for all the legacy it carries. That was the challenge launched to Studio Eduardo Aires”, explains the Livraria Lello administrator, Aurora Pedro Pinto, highlighting the trust placed in the work of the multi-awarded designer from Porto.

Eduardo Aires expressed “the honor” of being associated with this project and advanced some of the fundamental points of the new image. “The blacksmith, who is in the bookshop stained glass window, was transported to the logo and will be one of the icons of the new merchandising line, as well as the new monogram «LL». The main colors chosen – red and brown – belong to the interior of the bookshop, the wood, and the staircase”, he adds. The main colors will be joined by a palette of secondary colors, which are brighter and more poppy.

The different applications of the new brand, including a new collection of literary classics with more titles than the current The Collection and a surprising image, will be made public at the end of October.