Homeware chain Habitat has commissioned artist James Joyce to create a logo to celebrate its 50th birthday, taking inspiration from Habitat’s archive collections over the past five decades. The new visual identity will form a central part of the brand’s 50th birthday activity that launches next month.
The artwork comprises a bold red ’50’ in a font type designed by Joyce which sits above the original Habitat logo, designed in 1964, and ‘heart home’ logo that was introduced in 2002 by then creative director Tom Dixon. It features minimalist representations of five armchairs taken from Habitat’s archives: the Campus low back armchair (1969), OMK T2 Easy Chair (1973), Forum armchair by Robin Day (2000), Portrait Chair by Philip Treacy (2004) and Rocker armchair (2007).
Habitat creative director Polly Dickens said: “I felt that James’ strong style echoed the early graphics of Habitat in the 1960s although moved on into something very much of now and 2014. I particularly identified with his strong simple style and use of colour and especially like the layers of meaning in his graphics, which at first seem one thing, but then have other ideas which you only see on closer inspection.”
The new visual identity will be used across a variety of Habitat channels including limited edition product as well as online and offline advertising and marketing from May.
Habitat will also introduce its Design Reunion project in September with six designers from different eras of Habitat’s past, who have each been invited to create a product for the Autumn/Winter 2014 collection including Sarah Campbell, Tord Bootje, Shin Azumi, Aaron Probyn, Simon Pengelly and Claire Norcross.