Hammer Time, is Over

If you live in the Netherlands and are in need of a new set of tools or paint supplies, you may find yourself heading to a newly rebranded Praxis. The popular hardware store chain consists of 136 stores, including some smaller franchises and 26 megastores. The new design has quietly appeared with little explanation or fanfare.The new identity is a big departure for the chain, which is comparable to US based Ace Hardware, Lowe’s or Home Depot. The logo is tightly set in what appears to be all lowercase Helvetica Neue Black Extended, while its hammerhead has been replaced by a yellow square. The color palette has changed, as well. Yellow, a longstanding equity of the brand but now eclipsed by a large quantity of white, has been reduced to an accent. The resulting logo seems to lack all