For more than a decade, the African Jacquard logo has travelled with us, from our first collections in 2014 to textiles now found in homes, hotels and lodges around the world.
And now, it looks a little different. Our refreshed identity isn’t about becoming a new African Jacquard. It’s about giving the brand we’ve grown into a look that feels right for where we are today, and where we’re heading next.
Where we started
Our original logo was designed when African Jacquard began in 2014. Its handwritten quality felt personal, expressive and fitting for a much smaller brand finding its feet.
We still have a lot of affection for it. It has been part of African Jacquard from the very beginning. But a lot has happened since then. Our collections have expanded, our world has become bigger and the ways you experience African Jacquard have changed too. It felt like the right time for our identity to grow with us.
The new look
The new logo is cleaner, stronger and more contemporary, but still has character at its heart. We wanted something that could sit confidently alongside our textiles without competing with them. Something that works just as well on a small woven label as it does across packaging, our website or the wall of our showroom.
What stays the same
The logo may have changed, but the heart of African Jacquard has not. Our approach to jacquard weaving, colour and pattern, the quality of our textiles and the way we design for real spaces all remain exactly where they have always been.
This refresh gives us a clearer way to carry those things forward, while staying firmly rooted in Africa and designed for the world.
