Opinions on corporate and brand identity work.

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New Logo for Hobby Lobby



Noted Aug. 14, 2015 by Armin

Industry / Retailers Tags /


(Est. 1970) “Hobby Lobby Stores, Inc., headquartered in Oklahoma City, OK, operates over 600 stores across the nation that average 55,000 square feet. Hobby Lobby is an industry leading retailer offering more than 70,000 arts, crafts, hobbies, home decor, Holiday, and seasonal products.”

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Images (opinion after)
New Logo for Hobby Lobby
Logo detail, stacked.
New Logo for Hobby Lobby
Logo detail, horizontal with tagline.


Posted by Hobby Lobby on Thursday, August 13, 2015


Not much fanfare on this redesign but anything that elevates a logo just a little bit is worth a pat on the back. (Even if I, or many others, don't see eye to eye with the company's hardcore Christian views). The old logo looked more like a vintage baseball trading card store than a craft store catering to a largely female audience. The new logo is simpler and more in tune with today's minimal aesthetics. It seems like there is a missed typographic opportunity with the two words sharing 80% of the same characters. Nonetheless, in contrast to the old, it's an improvement.

Thanks to Jack Wilcox for the tip.

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