Freedom unveils first logo and brand ID update since 2006

Freedom has announced a rebrand with a focus on championing Australian products, including a change to its logo and brand ID for the first time since 2006.

The future and homewares retailer revealed its rebranding process has taken in conjunction with partner The General Store, and that it will rebrand 12 key stores by November (with the remainder will follow in 2021).

Freedom’s New Logo

Freedom general manager marketing Jason Piggott said the new logo and branding “is fresh, bold and contemporary and gives the brand a sense of modern utility” as the brand looks forward to celebrating 40 years.

“Moving the wordmark from lowercase back to uppercase gives strength and authority to the brand for enhanced clarity and impact. From here elements likes fonts, colours and tone of voice were aligned so that we had the building blocks of a brand that conveys a strong design aesthetic that aligns with our core DNA – namely design as our centre of gravity,” he said.

The rebrand sees a new photography direction, TV and radio commercials, outdoor, digital, social assets, catalogues and directories all rolling out across October.

Freedom is also launching a new global best-practice website before Christmas, with new Australian designed and made products to arrive in stores this month.

“By styling our furniture alongside local landscapes, textures, people and colour, the Freedom brand’s look and feel becomes a celebration of beautiful design and effortless ease, whilst establishing Freedom as a part of our Australian cultural heritage,” Piggott added.

“To excite customers and elevate the brand, we’ve taken creative cues from fashion campaigns using stylised imagery, photography and modern music – cementing Freedom as the home of design.

“Now heading into our 40th year, we’re celebrating this local heritage and cementing our brand purpose of ‘making beautiful things for the home available to everyone’.”

“Freedom is a brand steeped in heritage. Our job was to capture the essence of its uniquely Australian design aesthetic and build a brand platform that could rollout across everything the brand does and says, both internally and externally,” said The General Store CEO Matt Newell.

The rebranding came as a result of brand workshops, research and creative development, and Piggott said it reflects three key shifts that underpin the thinking of the Freedom team.

They are the move to being a “lighthouse brand” in Australia, becoming “your best friend” rather than “your mum’s brand” and about celebrating “attainable objects of desire” to bring them to life.

“Undoubtably, 2020 has seen the greatest societal shift in modern history due to COVID-19 and everything to do with the home has experienced enormous growth. We believe that COVID cocooning will continue, driven by property and renovation trends and the new normal of spending more time at home, making 2021 being the ‘year of the home’,” Piggott said.

“Breathing new life into a loved and trusted brand like Freedom will position it as the number one Australian destination for furniture and homewares.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.