Herman Miller enthüllt überarbeitete Markenidentität im Einklang mit Tradition - industrial Konzept Store

Herman Miller unveils revamped brand identity in keeping with heritage

by @industrialkonzept Team

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. This move comes one year after Herman Miller celebrated its 100th anniversary, which was honored with special exhibitions, a retrospective publication and other programs. The prolific furniture manufacturer's signature "M" logo design, created by Irving Harper, was retained as part of the rebranding.

Herman Miller logo

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

Herman Miller logos

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 today's touchpoints with Herman Miller existed. What we needed was an evolution of the brand and a comprehensive design system that flexibly extends from a phone screen to a physical space and is applicable in all regions worldwide.”

Keith continued: “I can think of no better way to begin the next century than with a brand identity that is timeless in its design while combining the boldness, rigor, joy and feel that are inherent to Herman Miller .”

Herman Miller logos

The contemporary brand refresh underlines Herman Miller's modern identity while emphasizing its historical legacy. The greatest success of this renewal lies in capturing a timeless essence that appears confident and classic. With an expanded color spectrum, the brand presents itself renewed and surpasses fleeting trends, cementing its identity as a manufacturer of beautifully uncomplicated and functional designer furniture.

Images copyright: © Order Design / Herman Miller, 2024

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