The Click crafts new logo and branding for legendary retailer Jarrolds

Jarrolds is a retail institution and an important part of Norwich's heritage. We explore how The Click updated its identity for the 21st century while still paying homage to its 18th-century origins.

In a world where more and more of our shopping occurs online, it's reassuring to know that much of our bricks-and-mortar retailers remain in business, especially when we're talking about establishments as firmly founded as Jarrolds in Norwich.

Founded in 1770 by a 25-year-old, John Jarrold, the roots of the business were originally in shopkeeping with grocers and drapers. More than 250 years later, Jarrolds remains an established family-run independent department store – offering a unique and contemporary shopping experience over five floors.

Its departments include fashion and beauty, home and lifestyle, books, art and stationery, sport and toys, as well as four restaurants, a coffee bar and wine bar, in addition to a well-stocked food hall. But it's not just a place to buy things. In the words of author and media personality Stephen Fry: "The Jarrolds story chronicles more than the history of one very special company… it tells the story of a city, a county and a people."

Seeking a refreshed modern identity for the store, Jarrods turned to award-winning design studio The Click, a local firm led by Bobby Burrage.

Design inspiration

The team got their inspiration from a pair of heraldic lions located just across the medieval marketplace from the grand facade of Jarrolds' flagship store.

These sculptures were crafted by sculptor Alfred Hardman back in 1938 to celebrate the official opening of City Hall. And Jarrolds quickly adopted the iconic civic Norwich lion as their own.

At the time, they even went one step further by cheekily positioning it to lean a raised paw on the J of Jarrolds – creating a logo that would live on for many years to come. As time passed, the lion, for some people at least, became more synonymous with Jarrolds than that of the city.