Haworth Inc., the renowned furniture company, was founded in 1948 by G.W. Haworth. It has evolved from a small woodworking shop into a global leader in office furniture design and manufacturing. The company’s history is marked by innovation, strategic expansion, and a commitment to creating functional workspaces. The Haworth logo reflects the company’s rich history and commitment to innovation. This article discusses the evolution of the Haworth logo and other details about the company.
The Genesis of the Haworth Logo (1948) (Unavailable)
The early logo of Haworth seemed to have reflected the aesthetic trends of the mid-20th century. It was characterised by straightforward typography and minimalistic design elements. As the company evolved into Modern Partitions and later to Haworth Inc., the logo seemed likely to adapt to reflect its expanding focus on office furniture systems.
(1950s – 1960s)
In the 1950s, the company that was founded as Modern Products was rechristened as Modern Partitions. This was to emphasise the focus of the company on making office solutions in the form of partitions or modularity. The logo featured the inscription “Modern” in white capitals and enclosed within a large rectangular-shaped letter “M” with a thin white outline.
The bottom of the letter “M” had two arrows pointed inwards to form the dimensions of the letter. Beneath the enlarged letter “M” containing the word “Modern” was placed the brand name in white “MODERN PARTITIONS, INC.” The letters in white were written in a sans-serif typeface and placed against a grey background to create a better visual identity.
(1976)
In 1976, the company was rebranded as “Haworth, Inc.” to highlight the name of its founder. The logo featured the brand name “HAWORTH” written in grey and in a traditional custom sans-serif typeface. The letter “A” did not have the crossbar, though, and each individual letter of the brand name had straight lines and cuts.
(2010 – Present)
The Haworth logo in its current form consists of the brand name alone without any graphical elements. The brand name is written in capitals using a combination of the sans-serif family and Founders Grotesk with the serif typefaces. The logo appears in black against a white background, though the colour palette changes according to the colour of the furniture by pairing complementary dark and bright colours.
The Elements of the Haworth Logo
Font
The Haworth logo is rendered using a combination of sans-serif and Grotesk with the serif typefaces to communicate modern design and heritage.
Colour
The colour palette used in the Haworth logo is based on the furniture palette and combines both dark and bright colours for the logo to stand out. Ordinarily, the brand name used in the logo is shown in black against a white background.
The History of Haworth
G.W. Haworth, the founder of Haworth, was a public-school shop teacher. He began his woodworking business in a garage with an initial investment of $10,000. He borrowed this money from the life savings of his parents. The company initially produced various wood products, including tie racks and shoe displays. In the early 1950s, the company secured a significant contract to create movable walls for the headquarters of the United Auto Workers in Detroit. This project marked Haworth’s entry into the office furniture market and led to the rebranding of the company as Modern Partitions.
In 1976, G.W. Haworth’s son, Dick Haworth, became president and CEO after returning from military service. Under his leadership, the company focused on developing innovative office solutions. For instance, Dick Haworth invented cubicle wall panels with internal wiring, which allowed for easy installation without the need for electricians. This innovation significantly boosted sales and established Haworth as a key player in the office furniture industry.
Throughout the 1980s, Haworth expanded its operations internationally by acquiring 15 companies across North America and Europe. By 1986, it became the third-largest office furniture manufacturer in the U.S., with sales exceeding $300 million. The company continued to innovate with products like panel-to-panel cabling systems and expanded its product offerings to include office seating.
In 2000, Haworth surpassed $2 billion in annual revenues. The opening of its new LEED-certified headquarters in 2008 highlighted its commitment to sustainability. By 2009, Haworth achieved zero waste to landfill in all U.S. manufacturing facilities. This reinforced its dedication to environmental responsibility.
In 2014, Haworth acquired the Italian furniture group Poltrona Frau, thereby enhancing its portfolio with renowned design brands such as Cappellini and Cassina. The acquisition of outdoor furniture maker JANUS et Cie followed in 2016. The launch of Bluescape in 2013 showcased Haworth’s adaptation to changing workplace dynamics by supporting virtual collaboration and remote work environments.
Interesting Facts About Haworth
- Haworth was founded in 1948 by G.W. Haworth, who started the business in his garage as a woodworking shop to support his children’s education. Initially the company was named Modern Products and focused on custom wood items before shifting to office furniture.
- In the 1970s, under the leadership of G.W.’s son, Dick Haworth, the company revolutionised office spaces by introducing cubicle wall panels with internal wiring. This innovation allowed for easy installation without the need for electricians.
- Haworth has expanded its operations to over 120 countries by employing around 7,500 people and maintaining a network of approximately 650 dealerships worldwide. This global presence underscores its status as one of the largest office furniture manufacturers in the U.S.
- In 2009, Haworth became the first company in the office furniture industry to achieve zero waste to landfill in all its U.S. manufacturing facilities. This commitment to sustainability is a core part of its corporate philosophy.
- Haworth owns several prestigious design brands. These include Poltrona Frau, Cassina, and Cappellini, which were acquired to enhance its offerings in high-quality furniture design. The company also launched Bluescape, a technology platform aimed at supporting virtual collaboration.
- The company focuses on creating “organic workspaces” that integrate furniture with interior design and technology to enhance productivity and well-being in work environments.
- Haworth started the DesignLab to find young designers who hadn’t worked in the industry before.
- In 2023, Haworth reported global sales of $2.57 billion USD, which marked a 3% increase from the previous year.
- With over 400 patents to its name, Haworth has consistently been at the forefront of innovation in the office furniture sector. It develops products that address evolving workplace needs.
- Despite its size and global reach, Haworth remains a privately held and family-owned business. Its leadership has transitioned from G.W. Haworth to his son Dick and now to his grandson Matthew.
- The company promotes a participative management style where employees are encouraged to contribute ideas for improving customer service and operational efficiency.
Finally
The Haworth logo encapsulates the company’s journey from a small woodworking shop to a global leader in office furniture solutions. It shows the core values of quality craftsmanship and innovation. Today, as Haworth continues to adapt to changing workplace needs and sustainability challenges, its logo stands as a testament to its enduring legacy in the furniture industry.