Not On The High Street (also styled NOTHS) is a United Kingdom online marketplace that connects customers with products from thousands of small, independent businesses. Founded in 2006, the company operates as a curated platform rather than a traditional retailer, and its visual identity has undergone a significant transformation to reflect that positioning.[1]
Design and History
In September 2022, Not On The High Street launched a comprehensive rebrand, unveiling a new logo and visual identity created by the London agency New Commercial Arts.[2][3] The new identity went live on the company’s website on 1 September 2022, signalling a strategic shift toward attracting a younger audience.[4]
The rebrand replaced the company’s previous parcel tag logo with a new symbol described as a knot that is “pulled together by a smile.”[5] The redesign was driven in part by a need for a more scalable, digitally accessible mark, moving away from the earlier cardboard tag motif.[5] The new logo features a pastel colour palette and a simpler design intended to sit more gently across marketing collateral, the website and the app.[6]
A distinctive element of the new identity is the use of the “O” from the word “Not” as a standalone device. According to coverage of the launch, this “O” design was expected to become the most prominent part of the brand, used on apps and browser tabs.[6]
The rebrand was accompanied by the “Celebrate Life” campaign, which reflected the brand’s move from traditional gifting occasions toward positioning itself as a destination for all of life’s gifting moments.[2] The visual identity overhaul included changes to the logo, colour palette, typography and photographic style.[5]
Meaning and Symbolism
The knot logo is described as being “pulled together by a smile,” a visual device that ties the mark to the brand’s gifting purpose.[5] The overall identity was driven by the idea that Not On The High Street helps to create “more moments of joy,” signalling a move toward giving rather than formal gifting, and moments rather than occasions.[5]
Typography and Design
The 2022 rebrand involved a full overhaul of the typography alongside the logo and colour palette.[5] The design work was credited to King Henry Studios, which handled the design component of the New Commercial Arts-led project.[2] Specific typeface details have not been publicly documented.
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