• House by John Lewis

    Designed by Pentagram, United Kingdom / United States.

    Harry Pearce and his team were briefed to create an identity that would both introduce the range and work across a diverse array of products – and they developed a simple, flexible system that looks modern while catching the eye.

    Using a bespoke dual keyline typeface for the word ‘House’, Pearce and his team have created a simple, bold identity for the brand. The type sits in a circle on a plain background, using white and yellow as the primary colours, Pearce explains

    The circle is a platform and presenter or both the range name and any product that sits upon it. Collectively the circles create an eye catching pattern in store, or as a single statement of scale in the store windows.

    When used on packaging, the circles carry, the product, the descriptor and the range name, all held in a simple system that wraps the 3D packaging.

    5 comments → House by John Lewis

    1. I Love it!!!!!!!

    2. Oscar Martinsson said... November 7, 2013 at 12:05 PM

      It is not, yet.

    3. Boring attempt at minimalism.

    4. Great constructive feedback Thomas

    5. Straightforward and elegant, it would be nice to see more of these on the shelves in drugstores

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