At Home, the Plano, Texas-based home decor superstore chain, adopted its current visual identity in 2014 when the company rebranded from its original name, Garden Ridge. The rebranding project cost approximately $20 million and included a name change, store redesign, and a new color scheme and logo.[1]
Design and History
Garden Ridge was founded in 1979 in Garden Ridge, Texas, just outside San Antonio.[2] In June 2014, the company announced it was investing $20 million to rebrand all of its stores as At Home.[1] CEO Lee Bird said the decision to change the name and remodel stores took a year of research and development, noting that the Garden Ridge name had strong brand recognition in Texas but meant little to shoppers outside the state.[3]
The rebrand replaced the bright orange used in Garden Ridge advertising with a new palette of soft grey, teal, and white.[4] The orange was reportedly dropped in part because it was considered too reminiscent of The Home Depot.[5] The company stated that the new brand identity “better reflects the company’s mission to provide customers with more than 50,000 home products.”[6]
All Garden Ridge stores were converted to the At Home brand and floorplan by the 2014 holiday shopping season.[7] The rebrand was led under Bird, who joined the company in December 2012 and later retired in 2023 after 11 years with the company.[8]
Meaning and Symbolism
The At Home wordmark features a house symbol in place of the letter “o” in “HOME.”[9] The house-shaped “o” was intended to make clear what the store sells, according to CEO Lee Bird.[10] The company’s trademark registration describes the mark as “the words ‘AT HOME’ with the letter ‘O’ in ‘HOME’ being the design of a house.”[9]
A later trademark filing from 2023 claims blue as a color feature of the mark, describing it as “the words ‘AT HOME’ with the letter ‘O’ in ‘HOME’ being the design of a blue house.”[11]
Typography and Design
The logo uses a clean, sans-serif wordmark with the house-shaped “o” as its distinguishing feature. The design has been applied consistently across store signage, including large-format exterior signs on store buildings.[2] The specific design agency or typographer responsible for the 2014 rebrand has not been publicly disclosed.
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