When the identity for Brand USA (formerly Corporation for Travel Promotion) was introduced in early 2012 reviews from the creative community were less than enthusiastic. But while the visual identity may not have drawn critical acclaim, it looks like the brand is working just fine, thank you.
Restoration Hardware will henceforth be known as RH. The name is part of a larger rebranding that, in the words of CEO Carlos Alberini, “moves us beyond our Hardware store beginnings.” This is not an uncommon ploy: witness Kentucky Fried Chicken’s change to KFC to communicate they were about more than just chicken. In the case of Restoration Hardware though—sorry, RH—we at TippingGardner question how much consumers really associated the brand with “hardware store”, a place you go to get nails, screws, dropcloths, and what have you. In a quick survey of our office, younger staff members expressed surprise and disbelief at the idea that Restoration Hardware was ever considered a simple hardware store.