The new look has been unveiled on press materials showcasing the Autumn/Winter 2013 homeware collection.
The logo retains the upper-case style, and but with a new, Baskerville-style serif typeface in grey. This replaces the previous sans-serif identity.
The new branding will fully launch in September to coincide with the AW13 collection, when it will be shown throughout the flagship store in Tottenham Court Road, central London, and across the brand’s other touch points.
The Grid has worked with Heal’s on a number of previous projects, including press packs and catalogues. It also worked on the materials surrounding the refurbishment of the store in King’s Road, west London, in February this year, and the March overhaul of the flagship.
The last major overhaul of the logo was undertaken in 2005 by Lippa Pearce, which introduced the Helvetica upper-case brand word mark.
Heal’s and The Grid were unavailable for comment at the time of going to press.