In their own words:
"Today's RH is a far cry from the hardware and nostalgic discovery item based business it once was," said Gary Friedman, RH creator and curator. "Currently, we circulate four Source Books twice yearly, RH Home, RH Big Style Small Spaces, RH Outdoor, and RH Baby & Child totaling over 1,400 pages of inspired design. The new branding positions us for the future and reflects our belief that we can curate a lifestyle beyond the four walls of the home." (see full article from retailingtoday.com here)
It is always a brave move to drop a namesake and adopt initials. Currently their website shows the new brand mark 'RH' with the descriptor 'restoration hardware' still present. We wonder how long and if the 'restoration hardware' will be dropped altogether. Brand recognition on that level takes time and that timing is always a sensitive issue.
In 2010, Starbucks presented their new logo. The new logo dropped the Starbucks name. A very bold but calculated move forward. Starbucks CEO, Howard Schultz, explains the new (2011) look of Starbucks on their website. He talks about a logo that has evolved over time, embraces the heritage and looks toward the future. It's a new interpretation of a logo rather than a complete transformation. (Click here to see that video)
I applaud companies that can take a long look at themselves, identify where they have been, explore where they want to go, and forge a new path.
Adam Pew
Sr. Designer | Partner
studio | H2G