Known as Houghton Mifflin Harcourt (HMH) since 1832, the corporation has recently undergone a major rebranding initiative to more accurately represent its purpose as an adaptable learning organization. HMH is committed to providing educators with professional learning solutions, integrated curriculum, and assessment tools to help nurture progress in every student. Serving over 50 million students and 4 million educators across 150 nations, HMH aims to establish enduring momentum in education.
The previous logo, designed by Lippincott, featured a triangle and circle combination revealing a cone, symbolizing the relationship between the three initials and shapes. This straightforward, powerful design did not require gradients or shadows to convey its concept.
The new HMH logo, inspired by the oval base of the previous cone shape, combines three fresh shapes to create the icon. This updated style is more abstract and exudes a contemporary business vibe. The three forms in the new logo represent the connections between students, instructors, and administrators and HMH’s expertise in curriculum, assessment, and professional development. However, this explanation may initially seem a bit strained and unclear.
The new icon consists of an oval, a rectangle, and a circle, representing major ideas in HMH’s curriculum. Based on the foundation of the earlier cone shape, the oval anchors the symbol, while the circles and rectangle provide symmetry and balance. These shapes aim to convey a sense of harmony and completion in the educational approach.
Its simple, two-color scheme enhances the new logo’s sleek and polished appearance. The color palette’s simplicity ensures adaptability to various platforms and uses, including printed materials and digital media. The design avoids gradients and shadows, favoring flat colors for a modern look.
One of the most noticeable changes is the redesigned wordmark, which uses the Micro typeface. This typeface has rounded tops and flat bottoms, giving it a distinctive but sometimes contentious appearance. Although the result may seem inconsistent, the design intention behind this decision is to balance warmth and seriousness. The wordmark might have made a stronger visual impact on its own or by utilizing the symmetry of “HMH” more creatively.
The rebranding also introduces new visual elements, such as various applications of oval graphics. These elements aim to provide a unified and recognizable visual language. However, the execution feels somewhat stale and lacks the vibrancy to effectively convey HMH’s impact on students’ education and futures. The new wordmark and logo strive to present HMH as a cutting-edge, contemporary, and technologically aware organization. Despite the changes, the brand could have benefited from incorporating more dynamic and engaging elements to reflect its vision and mission.
Overall, while the new brand design and logo have a polished and professional appearance, more energy and brightness could better capture HMH’s dedication to innovation and education.
