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Graphic Thought Facility

Habitat – Identity, 2002, image 1
Habitat – Identity, 2002, image 2
Habitat – Identity, 2002, image 3
Habitat – Identity, 2002, image 4
Habitat – Identity, 2002, image 5
Habitat – Identity, 2002, image 6
Habitat – Identity, 2002, image 7

Founded by Terence Conran in 1964, Habitat grew to become an international chain of household furnishing stores, with branches in the UK, France, Germany and Spain.

Habitat’s 2002 rebrand aimed to introduce a unique and therefore legally protectable element to its graphic identity while retaining the familiar word mark.

As part of the rebranding programme, a secondary typeface was introduced to give a consistency to communications. Habitat DIN was created by redrawing the DIN typeface, providing a small, easy-to-use family of faces that could deliver complex messages with clarity. A kit of new master logos and typefaces was delivered with the brand manual.

The first and most demanding application of the rebrand was a restructured catalogue. Between 2003 and 2005, catalogues were produced by Habitat’s in-house team using templates prepared by GTF. The formal simplicity of the layouts complemented the humour injected by Georgina Godley’s inspired art direction.

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Campaign Shakespeare’s Globe Theatre 2003 season
Exhibition Somerset House Miles Aldridge: I Only Want You To Love Me
Exhibition Design Museum Kenneth Grange
Exhibition Science Museum Who am I? (2010)
Exhibition Art Institute of Chicago GTF: Resourceful Design
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Identity Frieze Art Fair Identity
Identity Habitat Identity
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Publication Dior/Rizzoli Dior by Avedon
Publication Thames & Hudson The art of typewriting
Publication Modern Design Review Issues 1 and 2
Publication Gagosian Catalogues
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Retail Vitra VitraHaus
Wayfinding Hult International Business School Wayfinding