Contact report

I am currently working on an end sting brief, the end sting I am working on is for the furniture company HEAL'S, I researched the logo and found that it was designed by Pentagram. I emailed Pentagram to ask if there was any information on the logo and who designed it. I got a speedy response from Simon Beresford-Smith with a page of information about the logo and he informed me that Domenic Lippa, Pentagram Partner designed the logo.


Here is the information i received about the logo:

Brand Identity: Heals

Pentagram Partner: Domenic Lippa

Heal’s has been at the forefront of stylish, contemporary design ever since it opened its first store nearly 200 years ago. Great supporters of the arts and craft movement, the Heal’s family founded a company that has led the way in furniture and home design for years, bringing good, beautiful design to a wider audience through it’s growing number of UK stores.

Over the past fifteen years, the existing logo for Heal’s has perfectly reflected the history and heritage of the brand, but more recently, with a change in their product offer and a need to re-address who they are, as a company and as a retailer, a new visual identity was a necessary step in taking the brand forward.

During the analysis process, the conclusion was that the new identity needed to achieve two major goals:

Firstly, the logo should reflect the future of the brand name, not the past. The brief was to reflect the heritage of Heal’s, without being traditional. It needed to convey simplicity,
confidence and authority in a direct and impactful way.

Secondly, the identity needed to reflect the emotional side of Heal’s: passionate, challenging, surprising, witty, brave and original.


‘We took everything back to the simplicity of black and white so as to create a neutral
but bold canvas for the products themselves. There was a need for an increased sense of ‘hero’ brand and customer focus, and by keeping the identity simple, yet authorative, this could be achieved. The new logo uses Helvetica, a strong, confident typeface that unifies all the existing communication elements and engages and informs at all stages of the customer experience. Striking colour was used on the inside of the gift boxes, creating surprise and contrast to the monochrome exterior. Similarly, colour was carried through the press advertising campaign.
Domenic Lippa, Art Director




Continued………
The new identity includes logo, in store communication and signage, bags, gift-wrapping, packaging, vehicle liveries and literature. The Heal’s brand is about selling pleasure. It’s a tactile brand, which inspires, evokes emotion to the consumer and indulges the senses. The new identity has been about giving Heal’s a new confidence, and a louder voice.