The ChallengeMONOGRAM was commissioned to update and refresh the logotype in order to modernise and broaden the brand’s appeal in the competitive world of perfumery. Penhaligon’s are the holders of two royal warrants. These are recognition of personal service of a high order. Our biggest challenge was how to stay true to the brand’s heritage and tradition yet introduce a more contemporary feel. The key and secret to its success was to lovingly re-craft the logo by reconsidering the rules around usage and placement of the warrants, the detailing of the mark itself and the craftsmanship of the supporting typography.