As part of our 15 year celebration, we're freshening up our Pigeon look.

Below is a recent Q&A by Laura Turner of CWB magazine (@, where she discusses the rebranding in a little more detail with Pigeon founder, Jane. 

Laura Turner: A new logo can sometimes signify a big change for a company. Is this the case with Pigeon or is it purely a visual update?

Jane Shepherd: Obviously there have been big changes at Pigeon in the past, most notably the introduction of our seasonal collection. I feel like we’re constantly learning and evolving; partly in terms of the growth of our collections, but also in terms of responding to a changing world around us. This new logo represents us becoming clearer about who and what we are, rather than a big change.

LT: Who designed the logo?

JS: We work with a fantastic graphic designer on our catalogues and she really gets our style and feel – she did right from day one. It made sense to talk to her about the new logo.

LT: What guidelines and ideas did you give the graphic designer?

JS: We still love the idea of Pigeon as something partly beautiful and partly rebellious. However, our existing logo felt a little bit static. We were looking for something a bit softer – more fluid – and I think the combination of ‘pigeon’ being handwritten, together with the softer outline of a pigeon, works perfectly.

LT: What does the new logo represent to you?

JS: I feel the logo is slightly more sophisticated from a design point of view. It’s also more beautiful to look at, whilst still maintaining the concept of a ‘rebellious pigeon’. As a visual representation of our identity I feel very comfortable with it. To me, it sums up our collection perfectly.

LT: What’s next for Pigeon?

JS: Our seasonal collection continues to grow. We’re always working to introduce fresh new ideas, styles and fabrics each season. Alongside this we’re always on the lookout for ways to have a positive social impact.

LT: Can you give examples of Pigeon’s social impact practices?

JS: Last year we supported a charity distributing clothes throughout refugee camps in Greece as well as sending donations of new clothes to women's refuges in Oxfordshire. This year we have been supporting local Baby Banks working with vulnerable parents and children. We will continue to do all of these things for the coming season and beyond.

We’re shocked by the behaviour of some companies; they seem to have lost a sense of responsibility to the communities in which they operate. We hope never to lose sight of how and why we’re here – because our customers, both wholesale and retail – trust our company and products. We never take that for granted. We’ve always said that relationships with our customers and our suppliers are at the heart of what we do.