The Home Depot
2020 | VCD 4: Brand Identity and Systems Final Project
At the end of 2019, The Home Depot made a simple change in their branding that spoke volumes. After almost a decade of their previous tagline – "More saving. More doing." – they made the switch to a new slogan: "How Doers Get More Done." For the new year, The Home Depot reframed their branding to focus on their loyal consumers rather than their low prices and in-store experience. They traveled full circle and landed back at their roots: a safe-haven for determined individuals to find the help they need to achieve their greatest goals.
With that, they also made a number of other subtle changes. Most notably, they refreshed their marketing efforts and social media accounts to align with their new brand direction. The obvious goal of their new imagery was to celebrate all of their consumers, no matter the background or level of experience. New moms, dogs, young artists, single dads, children, etc. can all now be found in their advertising.
Consequently, this rebrand serves as merely an update to the original company branding in an attempt to maintain the well-established reputation that has made The Home Depot a household name. For example, the logo has kept the unmistakeable orange, but the typeface offers a more contemporary, friendly feel. The word 'the' has been removed from the logo to further strengthen the company's brand equity, as both the social media accounts and the company website have excluded the word 'the' in their links and titles (i.e. @homedepot). Only one typeface has been utilized in an effort to intentionally hone in on The Home Depot's historic simplicity. Finally, though the classic white and orange have remained the primary colors, three more colors were added to round out the identity system just a bit more. The secondary elements have been added for the same reason – they provide slightly more complexity to an already well-loved brand.
Overall, the goal of this rebrand is to match the future direction of The Home Depot without straying too far away from the company's past.
