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New Logo for Houzz by Pentagram
 

before

after

Noted Mar. 20, 2018 by Armin

Industry / Retailers Tags /

About

(Est. 2009) “Houzz is the leading platform for home remodeling, improvement, and design. We provide our community of over 40 million unique monthly users with everything they need to improve their home from start to finish - online or from a mobile device. With the largest residential design database in the world and a vibrant community powered by social tools, Houzz is the easiest way for people to get the design inspiration, project advice, product information and professional reviews they need to help turn ideas into reality.”

Design by

Pentagram (Paula Scher, Partner; New York, NY)

Related links

Houzz blog post
Pentagram project page

Relevant quote
The design revamps the architectural “H” of the company’s original logo into an easy-to-read symbol that works well as an app icon. With its roof-like slant, the customized letterform reflects how the company helps people make a home uniquely their own, and the distinctive angle and pointed edges of the mark have been extended to a system of custom icons for various categories.

Pentagram project page

Images (opinion after)
New Logo for Houzz by Pentagram
Logo (stacked)
New Logo for Houzz by Pentagram
Logo (horizontal and inverse).
New Logo for Houzz by Pentagram
Icon construction, from Houzz brand guidelines.
Paula Scher on the new logo.
Opinion

The old logo was mostly okay; a big “H” maybe as it were an isometric view of a room/house/something? I personally never quite liked it… I remember the first time we bought something from Houzz feeling a little uneasy about it because the logo looked like a generic start-up app. I like that the new logo doesn’t avoid the obvious — an “h” for “house” — and applies just the right twist to make it interesting, which is an asymmetric slant of the roof as if it were a Mid-century Modern house that then triggers the idea of a nicely decorated house. For anyone that argues that this is dumb because how dumb is it to show a house for a company called house — and you are entitled to that opinion — I invite you to consider a company named Apple with an apple as its logo. “But that one has a bite”, yes, and this one has a slanted roof. It may not be as iconic or Think-Differently-rrific but it’s differentiating enough. The wordmark is nice, nothing too exciting, and a decent evolution of what they had minus about 100 yards of the ascender of the “h” that now aligns neatly to the roof of the icon in its stacked configuration. Overall, this is a simple, charming update that makes the best of an annoyingly spelled company name.

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Logo Before & After

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