The Luke 1977 Logo: The Lion & Laurel
Why Does LUKE 1977 Have a Lion Logo? The Story Behind the Badge
From our beginnings in the West Midlands to becoming a familiar sight on streets and football stands across the UK and beyond, the LUKE 1977 logo has grown alongside the brand. It has changed in appearance over the years, but the ideas behind it - heritage, pride and confidence - have remained.
As we celebrate 25 years of British menswear, we're shining a light on the last twenty-five years and looking forward to the next.
You can learn more about our brand story on our About Us page.
Why 1977? It Starts at the Beginning
1977 is the year that Creative Director and co-founder Luke Roper was born in the West Midlands.
After studying at Central Saint Martins and working within the fashion industry, Luke went on to establish LUKE 1977 alongside Simon and Deborah Poole in 2001.
But 1977 carries another significance within the story of the brand.
For Managing Director Simon Poole, the year evokes the music, attitude and culture of an era he grew up with. It was the year of the Queen's Silver Jubilee, too - and the imagery surrounding those celebrations would leave its mark.
Crowns. Lions. Laurels. Badges. British iconography.
At the time, they were simply part of the world around him. Decades later, some of those influences would find their way into the visual language of the brand.
"We started with a small capsule collection called Luke 1977, as the first collection was inspired by 1977 - the year of punk, with some nods to the iconic T-shirts of my youth. I had access to original memorabilia from my own back catalogue and punk friends, and that kicked us off."Simon Poole - Managing Director LUKE 1977
We're often asked, Where did the lion come from?
The lion wasn't actually there at the beginning. When we launched in 2001, the early logo was simply Luke 1977 in text. But as the brand grew, we felt it needed a symbol - something bold and recognisable that could develop with the clothing.
The answer arrived in 2003. The original Luke lion logo drew inspiration from the family crests of Luke Roper and co-founders Simon and Deborah Poole. Then, during a trip to Ireland, Luke spotted an old bottle of whiskey in a pub. Its colours helped spark the final idea for the lion that would go on to become synonymous with the brand.
The DNA Badge Story
The lion badge is synonymous with LUKE 1977. We've collated a range which shines a light on these terracewear staples, which link classic football influences with modern technical fabrics.
hulun technical nylon overshirt - black
makati cotton pique polo shirt - charcoal
dushu reversible bomber jacket - black
A New Era, A New Look
Our style has evolved, the people wearing it have evolved, and menswear itself has moved forward. So the lion & laurel needed to move with them.
For 2026, we've gone back to the badge and asked what really matters. The result is cleaner, crisper and more contemporary.
Our logo has been redrawn, reworked and reinterpreted, but what it represents hasn't disappeared.
From family crests and an old whiskey bottle to Jubilee memories, motorsport laurels and a British menswear brand born in the West Midlands, there are decades of stories stitched into a deceptively small badge.
Now we're ready for the next chapter.
25 YEARS OF GROWING UP.
WITHOUT GROWING OLD.
