The new design rightfully places St James’s in the landscape of luxury brands. Alongside bold use of type, referenced from many of the area's statues, we have crafted a brand motif for St James’s – the pelican. Introduced to St James’s at the exact time of its foundation, pelicans are also a treasured symbol of protection and guardianship – perfectly attuned to the work of the area’s landlord and commissioning client, The Crown Estate.
