Why do iconic logos need revitalization? The most common reason is simply a visual refresh to help keep the brand current. But the more challenging incentive for revisiting any well-established mark is the modern complexity of context. For Better Homes & Gardens, it would be the latter. In the 94 years since they first debuted, their context has radically changed from a magazine brand with a handful of related books to a highly complex system of digital, social and mobile platforms as well as a broad based global licensing program.
Originally, as the number of platforms grew, individual teams modified the logo to adapt it to their mounting needs. This process brought to light some significant challenges: In particular, the limitations that came with the existing arrangement of the name and use within digital, social and mobile channels. Not to mention the growing identity disconnect across the portfolio including its global licensing program.
This prompted the leadership at Better Homes Gardens to call on Lippincott.
With 94% brand awareness, the magazine is a trusted source of inspiration for its 40 million readers. In order to fully leverage this well-earned trust across platforms, the brand needed a flexible system with a strong core identity. From the outset, the editorial leadership at Better Homes & Gardens set a very clear definition for the project: imagine the iconic logo as a more modern and simplified expression that could flex across the entire portfolio and align with the refreshed creative direction of the magazine. With this in mind, they challenged us to modernize the identity for a millennial audience without alienating the core readership.