H&H Bagels, a staple of New York City’s culinary scene since 1972, has introduced a new brand identity, featuring a redesigned H&H Bagels logo, as it prepares to expand across the United States. Known for its distinctive bagels, which are made using the original recipe and artisanal water bagel method, H&H Bagels has enjoyed a revered status not just in New York but globally, thanks in part to its cultural legacy and mentions in popular media.
The rebranding effort aligns the visual identity with the quality and tradition H&H Bagels represents. While serviceable, the previous logo emphasized “Bagels” more than the iconic “H&H,” potentially underplaying the brand’s unique identity. The new logo addresses this by bringing “H&H” to the forefront, with a sophisticated ampersand nestled between two sans-serif “H”s, encapsulated within an Art Deco Lite typeface. This adjustment not only corrects the brand hierarchy but also infuses the logo with elegance and simplicity.
Additionally, introducing a tag-like holding shape nods to the brand’s extensive history and moves away from the more conventional circular design. This choice subtly pays homage to the past while positioning H&H Bagels as a modern, memorable brand ready for nationwide recognition.
Despite the limited scope of its application so far, the new brand elements promise a comprehensive and engaging visual language. GT Walsheim’s use in the brand’s typography balances contemporary and nostalgic, echoing the brand’s evolution while honoring its roots. Incorporating Workhorse Script for more playful and dynamic elements, alongside customized tagline typography, adds depth and personality to the brand’s communication.
As H&H Bagels announces plans to open 25 new stores across the United States, from Boca Raton, FL, to Knoxville, TN, the refreshed brand identity signifies a new chapter for the company. It aims to capture broad mainstream appeal while keeping its quintessential New York charm and feeling at home in new markets.