Herman Miller unveils revised brand identity in line with tradition

Herman Miller is starting the new year with a revamped brand identity, inspired by the eponymous founder's experiments with the Helvetica font in the 1960s. This redesign was carried out by Brooklyn-based design agency Order. The move comes a year after Herman Miller celebrated its 100th anniversary, which was commemorated with special exhibitions, a retrospective publication and other programs. The characteristic "M" logo design of the prolific furniture manufacturer, created by Irving Harper, was retained as part of the rebranding.

Although the famous "M" emblem has remained almost unchanged and is considered "taboo", Jesse Reed, partner at Order, emphasizes that the trademark has been integrated into the more striking aspects of the new visual language.

Kelsey Keith, Herman Miller's creative director, explains, "The last brand identity served us well for 25 years, but it was created before many of the current touch points with Herman Miller existed. What we needed was an evolution of the brand and a comprehensive design system that was flexible from a cell phone screen to a physical space and applicable globally in all regions."

Keith adds: "I can't think of a better way to start the next century than with a brand identity that is timeless in its design while incorporating the boldness, rigor, joy and tactility inherent in Herman Miller."

The contemporary brand refresh underscores Herman Miller's modern identity while emphasizing its historic heritage. The greatest success of this renewal lies in capturing a timeless essence that is confident and classic. With an expanded color spectrum, the brand presents itself renewed and transcends passing trends, solidifying its identity as a maker of beautifully uncomplicated and functional designer furniture.

Images Copyright: © Order Design / Herman Miller, 2024