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.