Opinions on corporate and brand identity work.

A division of UnderConsideration.

Share ›

New Logo for House Beautiful done In-house



Noted Jan. 14, 2019 by Armin

Industry / Publishing Tags /


(Est. 1896) “House Beautiful is an interior decorating magazine that focuses on decorating and the domestic arts. First published in 1896, it is currently published by the Hearst Corporation, who began publishing it in 1934. It is the oldest still-published magazine in what is known as the ‘shelter magazine’ genre — a periodical publication with an editorial focus on interior design, architecture, home furnishings, and often gardening.” (Wikipedia)

Design by

In-house (Hearst)

Related links

2011 Brand New post
Nicole Pivirotto (freelance art director on the project) project page

Images (opinion after)
New Logo for House Beautiful done In-house
New Logo for House Beautiful done In-house
A larger comparison between before (top) and after (bottom)
New Logo for House Beautiful done In-house
New Logo for House Beautiful done In-house
Cover, before and after.
New Logo for House Beautiful done In-house
New Logo for House Beautiful done In-house
Color palette.
New Logo for House Beautiful done In-house
Instagram stories.

I liked the old logo, mostly because I’m a fan of ball terminals and I liked how they tied the wordmark together as used in the “s”, “a”, and “f”. The spacing was a little tight but it had some personality. The new logo goes back to the logo before the 2011 redesign, including adding a space between the two words. I kind of like this new logo too. It’s not great or as unique as the old one but it’s a nice wordmark. “Beautiful” has hard kerning challenges and they are more or less resolved but it can be painful if you stare too long, especially around the “auti” area. There is a new “HB” monogram inside an abstract house, which is the highlight of this change and was, without a doubt, probably what drove the redesign — which is to have a proper social media avatar solution. I like it too. The new website looks great with the new color palette and the use of Bianco Serif — it’s too bad that that feel they captured online didn’t quite translate to the magazine cover. I know they are different animals, but the website and cover share little in common. Overall, the logo change will probably go unnoticed and the magazine people will get used to. The biggest improvement is probably on the digital front — I’m not a House Beautiful enthusiast so can only corroborate through the Wayback Machine and it was okay but not as nice as the new one.

Thanks to Brian J Carney for the tip.

Your opinion…

On Logo


On Cover



Logo Before & After
Cover Before & After

Share ›

Spotted Around the web

New Logo for Tetris

New Logo for Tetris
Spotted Jun. 17, 2019

Pinned Recent, Big Stories

Curated Dot dot dot