What makes a good store logo? – Part 3

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Chapin Store front

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.”

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