(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)
Chermayeff & Geismar & Haviv (New York, NY)
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.
Images (opinion after)
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.