RH has established itself as a leader in luxury home furnishings, prioritizing design quality and customer experience, and growing significantly over the decades since its humble beginnings. As the company grew, it began to trademark its distinct style, characterized by a blend of vintage and modern aesthetics. Later, the company began to focus on the luxury of home and sought to create an elevated shopping experience. Recognizing a trend towards experiential retail, RH began to open large-format galleries that provide immersive environments for customers to experience their products. These galleries often include cafes, art installations, and a curated selection of pieces, creating more than just a shopping experience. Its evolution reflects changing market dynamics and consumer preferences in the home decor sector.
Restoration Hardware was founded in 1979 by Stephen Gordon in a small store in Corte Madera, California. The initial concept revolved around selling vintage and reproduction hardware, hence the name “Restoration Hardware.” Throughout the 1980s and 1990s, the company expanded its product offerings to include a wider array of home furnishings and decor. Restoration Hardware went public in 1998. After experiencing a decline in sales in the mid-2000s, it restructured its business model and focused more on high-end design and home furnishings. In 2011, CEO Gary Friedman announced a significant rebranding effort. The name was officially changed to RH, reflecting a broader array of offerings and a more contemporary market position.
What is Restoration Hardware?
Restoration Hardware, now known simply as RH, is a home furnishings company based in the United States that specializes in high-quality furniture, lighting, textiles, bathware, and other home decor items. The company is distinctive for its upscale design and focus on luxury home environments.
From the very early years, the company went for a classic and sophisticated appearance for its logo. This was achieved with the use of a black on a white base as well as the addition of elegant serifs. The designer was able to create a very unique image with the use of only the name and a separating line. The first and last letters in the top line are extended lower and appear to frame the whole emblem. The two lines are separated by a thin horizontal line. It seems to underline the first word, which is printed using a slightly larger font size. Two other alternatives featured the name printed in one line or split between two strokes and framed by a line on top and the bottom.
The design concept has not been changed. The company used almost the same font, which ensured that the brand image stayed recognizable despite a relatively drastic shortening of the name. The logo consisted of only “RH” printed using uppercase letters. The designer turned to a bigger stroke contrast to create a more refined and elegant look for the company that now focused more on luxury. It is possible to see a logo that uses the same font as the earlier version and even has the full name printed in a small font right under the new shortened name.
When looking at the font choices for the RH logo, one can instantly say that this is a brand that aims high. They bring images of something luxurious, stylish, and impressive. It is possible to recreate a similar look with serif fonts such as Pontif font, Cresci font, and Symphony Display Regular by Jonas Hecksher.
Throughout its history, the company used only black as its brand color. It is not surprising as the color is considered a fool-proof color for newly formed companies thanks to its timeless and classic appearance. RH was able to use this color to create a sophisticated and powerful brand image.