As an early adopter of Modernist themes in retailing, John Lewis used Helvetica from the 1970s to the 90s. A classical note was struck in 1989 with the introduction of Elan capitals for the store names in the John Lewis Partnership (including many acquired stores such as Coles Brothers and Pratts, which were still known by their original names until the 1990s).
I always liked this monogram-style logo by Hans Scheduler, originally from the 1960s:
After Helvetica, the company went on to use (briefly) Elan and now a modified Gill Sans:
It was not until this century that Gill Sans was introduced as the John Lewis type family. Interviewed in 2001 for the John Lewis in-house magazine, Cooper had acknowledged the need for further change: ‘The new typeface we will be using on everything from signage to stationery is very elegant and looks contemporary – ironic really, as Eric Gill designed it in the 1920s.’