A Change of Brand Herman Miller with Garrett Corcoran
Jul 29, 2025
Garrett Corcoran, Design Director at Order, has led the rebranding of the iconic Herman Miller after 25 years. He discusses the thoughtful evolution of the brand, blending its mid-century legacy with modern updates. The conversation highlights the importance of subtle design refinements and the psychology behind presenting brand identities. Garrett also shares insights on balancing client comfort with bold design concepts and the collaborative journey of respecting tradition while innovating for the future.
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Balancing Legacy with Innovation
- Herman Miller's legacy deeply influenced the rebranding process, emphasizing the importance of respecting design history.
- The goal was to push boundaries just enough to feel authentic without losing the brand's core identity.
Legacy Brand Needed Cohesion
- Herman Miller sought a unified brand system for its expanding teams lacking a connective thread.
- Existing tools were outdated, needing evolution rather than radical change.
Design as a Communication Solution
- Frame brand design choices as solutions to communication problems, not personal preferences.
- Use stakeholder feedback and research to guide decisions and set expectations.