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With more than 75,000 square feet of retail space across three locations in New York — including their Upper East Side location which requires three separate street addresses — Gracious Home has been providing an eclectic inventory since it was founded in 1963. From cheap light bulbs, garbage cans and wire hangers to expensive chandeliers, duvets and furniture, you can buy absolutely anything you might imagine. You might even find, I’m told, celebrities like Sean Connery, Woody Allen, Adam Sandler, Jerry Seinfeld, Jackie Onassis. Buying the duvets I’m sure, not the wire hangers. What has made Gracious Home such a landmark over the years, apart from their inventory, is their service and their on-demand requests, keeping a “Want Book” of all the items customers may have wanted and fulfilling their requests no matter how rare or hard to come by. Earlier this year, Gracious Home did away with their discount-looking wordmark more appropriate for a small hardware store and introduced a sophisticated serif that looks as if it belongs to a century where people rode in horse-drawn carriages, men wore top hats, women wore crinolines and tabs were kept on ledgers — all this, meant as a compliment. The new wordmark was designed by Mucca.
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Remy Overkempe’s comment is:
Beautiful update, but... who is this Jackie Onassis shopping for duvets? The ghost of Jacqueline Kennedy Onassis?
On Mar.06.2009 at 06:30 AM
Armin’s comment is:
The store has been open since 1963, so that gave her plenty of time to shop there, I'm sure.
On Mar.06.2009 at 07:04 AM
Mark’s comment is:
Much improved transformation, even the subtle colour change gives it a certain pedigree... much more than the latter. Nice spacing on the type.
On Mar.06.2009 at 07:14 AM
Mike’s comment is:
It looks so appropriate! I love the "est." To me the whole thing looks like something you would see at a sign planted in front of a nice house.
On Mar.06.2009 at 07:42 AM
FilouBilou’s comment is:
love the font! what's it called?
On Mar.06.2009 at 07:42 AM
Anonymous’s comment is:
Very well done.
Wouldn't change a single thing.
On Mar.06.2009 at 07:56 AM
Skythe’s comment is:
As pointed out this looks very dated. Appropiate? Cant judge. I dont know what this brand stands for.
But why would they choose this dirty looking color?
On Mar.06.2009 at 08:03 AM
Austin’s comment is:
Oh man, I want to shop somewhere that has a "Want Book." I love hearing about customer service that extends beyond the norm. Recent stories or great customer service: Zappos.com's no-shipping / free return shipping until you have the shoe you want, Chic-Fil-A walking around giving people refills (with huge smiles, might I add), and now good Gracious, a "Want Book" that actually gets implemented.
On the logo though, quite refined. There are some nice details in the font that are a treat, especially in comparison to the older crafts feel of the old logo.
On Mar.06.2009 at 08:28 AM
John McCollum’s comment is:
Love it. The details are fantastic. Even the (slightly) awkward kerning on the numerals looks completely appropriate and intentional.
And the "est.?" Perfect.
On Mar.06.2009 at 08:30 AM
John McCollum’s comment is:
But AAAACK! The type on the website touts? Horrible. Someone needs to make sure this wonderful logo is supported by equally robust and enforceable brand standards. Yick.
On Mar.06.2009 at 08:32 AM
TFHackett’s comment is:
According to whatthefont.com, the font is Handle Oldstyle
On Mar.06.2009 at 08:53 AM
FilouBilou’s comment is:
thanks !
On Mar.06.2009 at 09:11 AM
Felix’s comment is:
A well-done improvement... Maybe if the kerning of the the letters can be tighten just a bit, vould be batter.
But it works well already the way it is...
On Mar.06.2009 at 09:17 AM
D. Hansen’s comment is:
@Skythe - I'm with you. It's hard for us to really say what the rebrand intent was. My ignorant thoughts: as already observed, this brandmark fits more with something established in the 19th century, not for a store 'est.'d in 1963 (a mere 46 years ago).
Furthermore, the store sounds interesting and innovative, at least on the customer service front, so I'd expect a brandmark that communicates those qualities, rather than seeming so conservative and (dare I say) elitist; even Martha Stewart moved away from this position. Is it a visual improvement? Absolutely. Is it an appropriate logo? I'm not convinced - but I wasn't part of the process, so I can't really know.
August’s comment is:
Splendid mark!
The Mucca team cannot be topped.
Anonymous’s comment is:
Jackie Onassis!!??? Is this store hunted?
On Mar.06.2009 at 09:53 AM
Chris Herron’s comment is:
I very nice identity update. I see multiple copies of The New Yorker sitting on desks throughout the Mucca office.
On Mar.06.2009 at 09:55 AM
kristin’s comment is:
It reminds me of the new Good Housekeeping seal.
On Mar.06.2009 at 10:02 AM
TheMaster’s comment is:
Cannot be topped? wow.
Very nice. Nostalgic and appropriate. Love the ETC.
--"is this store hunted?" haha.
On Mar.06.2009 at 11:00 AM
TheMaster’s comment is:
Their website sucks....ugh. What a disappointment...
On Mar.06.2009 at 11:05 AM
Lauren ’s comment is:
Dear god it's beautiful
On Mar.06.2009 at 11:19 AM
Jacob’s comment is:
Love it. I'm surprised I haven't read any derisive comments about it seeming nostalgic.
On Mar.06.2009 at 11:33 AM
Hoot81’s comment is:
THE G is raised up and feels like it's tippy-toeing on the baseline.
Also the spacing / kerning is inconsistent
G-R too tight for example.
H-O too tight
The R-A sets the spacing for the entire thing.
Feels like an amateur effort but still an improvement.
On Mar.06.2009 at 11:44 AM
debbie millman’s comment is:
absolutely positively stunning.
On Mar.06.2009 at 12:10 PM
Carlo’s comment is:
Would it have seemed too embellished or classic if the 9 and 6 had been more identical inversions of each other? Maybe even having tails that extended slightly below and above?
On Mar.06.2009 at 12:20 PM
Darrin Crescenzi’s comment is:
The face is Handle Old Style. Really beautiful stuff…
On Mar.06.2009 at 12:34 PM
lyndi parrett’s comment is:
beautiful. the old one looks like an old magazine header...like the new typeface...is it custom, if anyone knows?
On Mar.06.2009 at 12:43 PM
Char’s comment is:
Hello guys!
We worked on the website redesign before the new brand identity was released. The rebranding for GraciouHome.com will be extended to our website soon to match the wonderful job that Mucca has created for our new logo.
On Mar.06.2009 at 02:22 PM
Char’s comment is:
Also, Jackie Onassis was a recurrent customer to our stores and kept a house account with us. Unfortunately, as we all know, Mrs. Onassis passed away in 1994.
On Mar.06.2009 at 02:25 PM
Char’s comment is:
Yes, the old logo was a custom for Gracious Home back in the early 80s not too sure and it has gone through very small tweaks ever since. We believed the redesign was needed since it looked dated.
On Mar.06.2009 at 02:29 PM
Anonymous’s comment is:
Feels like an amateur effort
Nothing that comes out of that office is an amateur effort. Including this.
The Mucca team cannot be topped.
Just out of curiosity, what is the studio's process like? The fact that the work is consistently so strong and singular makes me think that even though it is probably highly collaborative, with competent teams in place to execute, the driving concept is purely Bologna's. On the mark, more or less? Or does he sometimes have interns or junior designers take the lead on projects?
On Mar.06.2009 at 03:00 PM
Adam’s comment is:
Mucca seems to really know what they are doing. I like a lot of their work, including this.
On Mar.06.2009 at 03:08 PM
Char’s comment is:
Anonymous said:
Just out of curiosity, what is the studio's process like? The fact that the work is consistently so strong and singular makes me think that even though it is probably highly collaborative, with competent teams in place to execute, the driving concept is purely Bologna's. On the mark, more or less? Or does he sometimes have interns or junior designers take the lead on projects?
I wish I could answer that question, but I represent Gracious Home, not Mucca Design.
On Mar.06.2009 at 03:26 PM
Diane Faye Zerr’s comment is:
I love the est. in the Byron typeface, the overall logo is an improvement and I agree...the previous mark looked like a magazine header.
On Mar.06.2009 at 05:21 PM
Colin’s comment is:
Absolutely gorgeous!
On Mar.06.2009 at 05:47 PM
DG3’s comment is:
I'm diggin' it.
On Mar.06.2009 at 07:56 PM
Glenn Sakamoto’s comment is:
Nice.
On Mar.06.2009 at 11:39 PM
Amanda’s comment is:
I love it when Serifs just WORK.
Beautiful!
On Mar.07.2009 at 02:43 AM
Katey’s comment is:
I agree that that "G" needs to come down a bit. Definitely an improvement, though. The old logo looks like it should be on a magazine, not a retail shop. The new one has a feel a bit like the Stonewall Kitchen logo... understated but established and respected enough to be accepted without bells and whistles; or a thoroughly contemporary idea of 'classic'...
On Mar.07.2009 at 10:56 AM
Mongoose’s comment is:
I thoroughly like this rebrand; While the old one had it's charisma, echoing Better Homes and Gardens, Good Housekeeping.. they've shifted from a solid middle class to a fancy upper class.
Really, that's the word, 'Fancy'. It's an excellent execution of that. my only quibble is the feel of the letter 'G', which seems a little unstable - the lower-right corner needs to be a little rounder and lose the lower outside bump. But I wouldn't change a thing on that top serif of the G and C. So subtle, so nice.
I give it an A, only the tiniest quibble fotnwise, and making a solid and good-looking brand even more notable.
--Mongoose
On Mar.08.2009 at 12:52 AM
amy Frankel’s comment is:
yup - can't get over the Jackie O thing - kinda deflates the credibility
On Mar.08.2009 at 12:12 PM
Nate’s comment is:
Tasteful, and nothing over the top. Ahhhh, so nice.
On Mar.08.2009 at 10:14 PM
Josh’s comment is:
Though no one can speak for Matteo, its probably better we do as he is prone to throw in some swears here and there...haha totally inside joke.
I'm constantly amazed by them. Not their best mark or work, but creativity and consistency are the key. (note to every designer, including myself). I don't remember alot of details from my conversations with him a few years back, but he hires super capable people, so I have no doubt its collaborative and work is passed amongst the ranks. He's an affable leader like that.
On Mar.08.2009 at 11:25 PM
Nick Irwin’s comment is:
gracious that's a lot better
On Mar.09.2009 at 10:33 AM
Mark’s comment is:
Nice update.
The old logo reminds me of Better Homes and Gardens, I can see where the confusion came from.
This new logo makes the name stick out better and have an identity on it's own instead of appearing to borrow from another unrelated company.
I'm curious to how it looks in the real world. Like on signs and storefronts.
On Mar.09.2009 at 07:33 PM
Amanda’s comment is:
I am always impressed by Muccas work. Flawless!
On Mar.09.2009 at 09:32 PM
anon.’s comment is:
love the new logo. the old bodoni was overdone and, from the description, doesn't seem to fit. new color and font are warmer and the large tracking gives it a friendlier feel. my only suggestion is to lower the G a tad. great job!
On Mar.11.2009 at 03:52 AM
kate’s comment is:
A welcome update! Just lovely, the old one was very dated.
On Mar.12.2009 at 12:52 PM
buster’s comment is:
Beautiful. It screams cozy (if that's possible).
I love the est!
On Mar.31.2009 at 09:34 PM
Jon’s comment is:
i love it, i was there yesterday and they could use this.
On Apr.03.2009 at 11:28 AM
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