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How wayfinding and sign design has reinforced JLP's position as the UK's best-loved retailer.

John Lewis – Wayfinding and sign design

How wayfinding and sign design has reinforced JLP's position as the UK's best-loved retailer.

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The John Lewis Partnership is a unique British institution. Consistently voted the UK’s best-loved retailer, its ‘Never Knowingly Undersold‘ promise is one of the most recognised slogans in the country.

Safeguarding their pre-eminence as the nation’s best loved retailer

Our relationship with John Lewis Partnership started over 15 years ago. Working closely with Pentagram, responsible for their 1999 rebrand, we transformed the 2D conceptual designs into a comprehensive signage and graphics package. We rolled out the new identity across their stores nationwide.

Today, we are a dedicated partner, involved early in the process of all new-build store development and existing store upgrades. That’s everything from wayfinding strategy, signage trialling and rollout.

Endpoint's wayfinding and sign design totem in John Lewis store

A love affair that has yet to diminish

We fiercely protect the John Lewis brand in store. We make sure the expected customer experience matches the reality.

Over the years we have built up a catalogue of in-depth knowledge about their brand. It means that we have managed to build on the 25% cost saving on the initial £5m rebrand, and continue to deliver an ongoing cost effective consultancy and management package.

Large totem - Endpoint's wayfinding and sign design for John Lewis stores

Delivers onbrand, effectively, every time

Stores are able to come directly to us with their internal wayfinding and signage requirements. We are on hand with dedicated resources to help improve store effectiveness and safeguard the John Lewis brand.

Highlights of our work with John Lewis wayfinding signage include:

  • New store format, York, Birmingham and Leeds – wayfinding strategy and sign family development, working with Pentagram on a new design.
  • Oxford Street, London, Food Hall – concept development including internal wayfinding strategy and design
  • Peter Jones – a bespoke sign family for their flagship stand-alone brand on the Kings Road, London. It underwent a £100m renovation and opened to critical acclaim
  • John Lewis at home – wayfinding strategy and sign design for this new store format
  • Little Waitrose – working with the design agency Household, we developed internal graphics packages and external branding
John Lewis store - Endpoint's wayfinding totem on the shop floor
“Endpoint has been assisting John Lewis with the design and procurement of our signage assets for over twelve years. We very much value the work they do as it ensures that we keep consistency and quality to the design and manufacture of our signage schemes”
Lisa Wells, Signage Design Manager
John Lewis wayfinding and sign design - directional totem on ground floor
Endpoint's wayfinding and sign design totem in John Lewis store
Large totem - Endpoint's wayfinding and sign design for John Lewis stores
John Lewis store - Endpoint's wayfinding totem on the shop floor
John Lewis wayfinding and sign design - directional totem on ground floor