Opinions on corporate and brand identity work.

A division of UnderConsideration.








Share ›

New Logo for HunterDouglas by Chermayeff & Geismar & Haviv
 

before

after

Noted Mar. 21, 2016 by Armin

Industry / Corporate Tags /

About

(Est. 1946) “Hunter Douglas N.V. is a Dutch multinational corporation. Its principal business is making window blinds and coverings.[…] The head office is in Rotterdam, the Netherlands, and a management office in Lucerne, Switzerland. The group consists of about 125 companies in more than 100 countries, and employs about 16,500 people.” (Wikipedia)

Design by

Chermayeff & Geismar & Haviv (New York, NY)

Related links

Chermayeff & Geismar & Haviv project page

Relevant quote
While the Hunter Douglas name is well-known and highly respected within the field of window treatments, shades, and blinds, there was an opportunity to add elegance and distinction to the familiar name by developing an appropriate graphic mark—which could also serve as an anchor for a complex identity system for the multiple services and sub-brands that Hunter Douglas offers. The symbol that Chermayeff & Geismar & Haviv developed—an elegant, bold, geometric mark that suggests the play of light and shade—can be used effectively in all of the many needed applications for the Hunter Douglas brand.

Chermayeff & Geismar & Haviv project page

Images (opinion after)
New Logo for HunterDouglas by Chermayeff & Geismar & Haviv
Logo detail.
Logo animation.
New Logo for HunterDouglas by Chermayeff & Geismar & Haviv
Brochure.
New Logo for HunterDouglas by Chermayeff & Geismar & Haviv
New Logo for HunterDouglas by Chermayeff & Geismar & Haviv
Binders.
New Logo for HunterDouglas by Chermayeff & Geismar & Haviv
showroom.
New Logo for HunterDouglas by Chermayeff & Geismar & Haviv
Pebble remote control for those of us not beholden to opening blinds with bare hands.
New Logo for HunterDouglas by Chermayeff & Geismar & Haviv
Livery.
Opinion

The old logo was fine as far as faceless-corporations-behind-consumer-products-you-rarely-think-about go. The old logo embraced, literally, the darker side of its industry, conveying a kind of blackened, dark room with its black, condensed, airless wordmark. The new logo embraces the in-between spot, the more optimistic one, by having a lighter, airier wordmark and a logo that is meant to convey light beginning to seep in. Granted, I only understood that meaning after seeing the animation. Before the animation I thought it was a nice, abstract corporate symbol. It's a simple and elegant solution that gives the company a small token to communicate something beyond just stating their name. Not much in application, just the logo on things. Overall, a small gesture that generates a big improvement.

Your opinion…

On Icon


Total

On Wordmark


Total

On Application


Total

Comments


Share ›

Spotted Around the web

New Logo for Conmebol

New Logo for Conmebol
 
Spotted May. 25, 2017

Pinned Recent, Big Stories

New Logo for NASCAR

New Logo for NASCAR
 
Posted Jan. 4, 2017

Curated Best Posts with Script Logos

Brandiose is Grandiose

Brandiose is Grandiose
 
Posted Feb. 9, 2012

Little Chef, Big Dreams

Little Chef, Big Dreams
 
Posted May. 19, 2011
 
 

About

Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. More…

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Austin, TX.

Many Thanks to our Advertisers

When choosing between competing products and services, please consider our advertisers, who help support Brand New.

Typography

Brand New uses Mercury Text ScreenSmart and Operator ScreenSmart from Hoefler & Co.

Webfonts by Hoefler & Co.

Join our Mailing List