Good Housekeeping Few emblems evoke a more positive response than the Good Housekeeping Seal. It is such an integral part of American vernacular that it has become a metaphor for anything worthy of approval. Louise Fili Ltd was commissioned to redesign this widely recognized and respected consumer brand on the occasion of its 100th anniversary. Although the seal had been redesigned many times over the past century, Good Housekeeping wanted a return to its classic qualities. Louise Fili Ltd’s redesign sought to revive its history—retaining the oval shape and signature star, while imbuing a contemporary typographic aesthetic. In this way it reflects the trust and reassurance of the Good Housekeeping warranty, as seen on a range of products, from Minute Rice to mattresses. The new seal exudes timeliness through restrained elegance and timeless classicism.
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