What makes a good store logo? – Part 3

Chapin logo

February/March 2017—

Good branding communicates to customers what you stand for as a business. That branding can be communicated verbally or visually. We’re kicking off the first month of RetailerNOW’s e-weekly with a series featuring retail designer Martin Roberts, who will discuss the logos he helped recreate for four home furnishings retailers. This week Martin looks at Chapin Furniture. HFA member Chapin Furniture in Chapin, S.C. was moving to a new, bigger location and asked Roberts to design the new store and create a new logo.

“We played around with a lot of different things, but when I saw the logo with the big red chair as the “h” I knew they would love it,” said Roberts, who went even farther by framing the big red chair around the store’s main front doors.

“A logo should be memorable and this one certainly is. New York has the Statue of Liberty, Paris has the Eiffel Tower and Chapin has the big red chair. It’s clean and modern. And people now refer to the Chapin’s as the store with the big red chair.”

RetailerNOW is changing.

Insights Magazine will be replacing RetailerNOW as the official publication of the Home Furnishings Association. With this change, you will be able to find the same great content on the HFA website. All current members/subscribers will automatically receive the new print editions. You can continue to view content on this website until January 2020.