page_title: David Jones Limited
section_title: Branding
hierarchical_section_title: David Jones Limited / Branding
caption_attribution_description: English: Miranda Kerr at an in store book signing at David Jones, Sydney.
context_page_description: David Jones Pty Limited, trading as David Jones, is an Australian upmarket department store, owned since 2014 by South African retail group Woolworths Holdings Limited.
  David Jones was founded in 1838 by David Jones, a Welsh merchant and future politician, after he emigrated to Australia, and is the oldest continuously-operating department store in the world still trading under its original name.
  In 1980, the Adelaide Steamship Company acquired a substantial interest in David Jones, culminating in a complete takeover. The recession of the early 1990s caused the department store assets to be floated as "David Jones Limited". For the next two decades, the company went through turbulent times, eventually leading to discussions of a merger with Myer, and then, in 2014, a takeover by South African retail group Woolworths Holdings Limited. In 2016, Woolworths sold the iconic 1938 Market Street store and announced the relocation of DJ's head office to Richmond, Victoria.
  David Jones Limited currently has 45 stores located in most Australian states and territories. David Jones' main competitor is the larger, upmarket department store chain Myer.
context_section_description: David Jones' branding—a black-on-white houndstooth pattern—is one of the most recognised corporate identities in Australia. A government-sponsored panel judged it in 2006 as one of Australia's top-10 favourite trademarks. The iconic design was the result of a 1967 rebranding exercise by Charles Lloyd Jones, Jr., who desired that the store would be so well known by the design as to not require the use of the name on the packing. It was inspired allegedly from the houndstooth design on a Miss Dior perfume bottle of his mother's, Hannah Jones. 
  On 25 July 2016, David Jones' introduced a new logo, with a revised font style and removed references to the houndstooth online.
  Slogans have been used for some time at David Jones'. Often, the slogans have been used for multiple decades and have become the definition of the David Jones' offer for a generation. Past slogans include "For Service" (1960s), "There's no other store like David Jones" (1980s and 1990s), "The most beautiful store in the world" (1980s), "Was. Is. Always" (2010s), "'Live an extraordinary life" (2014–2016), and "One name: endless possibilities" (2016-present).
  David Jones has for some decades used models and "personalities" as a way of creating cut through in advertising. In the late 20th century, it was Maureen Duval, who also hosted Good Morning Sydney part sponsored by David Jones on TEN-10 Sydney. In the current century, the new models used include Megan Gale, Miranda Kerr, and Jessica Gomes. Kerr worked for the retailer from 2008 until 2013. On 23 March 2013, model Jessica Gomes was announced as Kerr's replacement. Celebrities used by David Jones in recent times include Liz Hurley and Kim Cattrall.
  Five stores have food halls, which are viewed as a key part of the David Jones brand, emphasising quality and style, yet have come under recent criticism. The failed Foodchain experiment—effectively a smaller chain of standalone food halls—was sold to the parent company of Freedom Furniture in 2003 after it proved unprofitable. It was announced in July 2016, Neil Perry, a foodservice and restaurant operator, will consult to David Jones' on the new Food Halls, including assortment, presentation, and service.
caption: Model Miranda Kerr (seated) at a David Jones book signing in Sydney: Kerr was the spokesperson of the company from 2008 until 2013.
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