Lord & Taylor is bringing back its cursive logo, Gen Z be damned

The department store is bringing back its cursive logo at a time when many brands are ditching script.

Lord & Taylor is going against the grain and bringing back its cursive logo. The department store is set to relaunch this year as an online discount luxury retailer after its previous owner, Saadia Group, ceased operations in 2024. Step one of the relaunch under its new owner, Regal Brands Global, was to bring back its longtime script logo, which had been replaced with a sans-serif word mark.