Branding
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 ten favourite trade marks. The origin of this motif owes itself to the insistence of its founder on not using the store's name on its packaging. His aim was that the store would be so well known that everyone should recognise it simply by this now-famous motif.
Model Megan Gale has been a prominent public face for David Jones since 2001, appearing in its annual fashion parades until retiring in 2008. Model Miranda Kerr was subsequently named to take over from Gale as David Jones' "face" for catwalk and catalogue appearances. Celebrities used by David Jones in recent times include Liz Hurley and Kim Cattrall.
Six 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.
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