Habitat has commissioned artist James Joyce to create the one off 50th birthday brand. Due to launch in Might the visual identity will form the central component of the brand’s birthday activity. Habitat’s Innovative Director, Polly Dickens commented “I felt that James’ strong type echoed the early graphics of Habitat in the 1960s even though moved on into anything very a lot of now and 2014,”. Not given that 2002 when beneath Tom Dixon’s guidance Graphic Believed Facility rebranded the business has the identity transformed. Habitat’s 2002 rebrand aimed to introduce a distinctive and therefore legally protectable element to its graphic identity although retaining the acquainted word mark.
Recent identity: Graphic Imagined Facility, 2002
The new ar2rk (main picture) comprises a dominant bold red ‘50’ in a font variety designed by Joyce above which sits the unique Habitat logo, created in 1964, and ‘heart home’ logo that was launched in 2002. Both are beneath set with a pattern comprised of 4 Pantone colors and minimalist representations of 5 individual armchairs taken from Habitat’s archives namely the Campus reduced back armchair (1969), OMK T2 Effortless Chair (1973), Forum armchair by Robin Day (2000), Portrait Chair by Philip Treacy (2004) and Rocker armchair (2007)
James Joyce: Rainbow Cup
Joyce, a London based mostly artist and designer, is well acknowledged for his minimalistic type.
“My approach has usually been to break issues down to their vital factors,” comments Joyce, “and I suppose in this way “my style” is a minimalist method coupled with a vivid pop aesthetic – but there constantly demands to be some underlying idea to hold it collectively or to give it one more layer of curiosity beyond aesthetics.”
James Joyce: Commission for Creative Review in collaboration with The 3D Agency.
Joyce was initially approached by Habitat in 2013 with the venture. He explains that:
“…in the concept stage of the ar2rk I had utilised a variety of geometric patterns rendered in bright colour but in the next stage of development I commenced to look at producing individuals patterns from actual objects of furnishings. I liked the notion that perhaps you see the pattern initially and then on a secondary degree you discover that the layout is produced up of chairs or lighting and then the connection with the items historical past gets to be obvious. It was then that we looked back through the whole of Habitat’s 50 yr archive and picked out some key pieces to be integrated in the pattern patterns. There are a lot of quite graphic shapes inherent in the styles of Habitat goods and so I was in a position to choose the designs that best allowed me to exploit these shapes to hopefully make some intriguing compositions.”
James Joyce: Cabinet for Ercol
James Joyce: Wild, Acrylic on Canvas, 2012
The new visual identity will be utilized across a variety of Habitat channels including limited edition solution as well as on the web and offline promoting and marketing from Could 2014.
For more info visit: Habitat / James Joyce