Adaptive logos

Pentagram has created an elegantly simple new logo for Houzz, a leading home remodeling and design website. The new design transforms the letter “h” into a mark that immediately says “home.”

From a Pentagram release: “The design revamps the architectural ‘H’ of the company’s original logo into an easy-to-read symbol that works well as an app icon. With its roof-like slant, the customized letterform reflects how the company helps people make a home uniquely their own, and the distinctive angle and pointed edges of the mark have been extended to system of custom icons for various categories.”

See an interview with designer Paula Scher regarding her design process at

Read more here.