Honor (2024)Copied

Lay the two logos over each other and they line up. The letters are the same: the heavy lowercase honor with the cut stem on the h. Only the fill changed, from the warm amber of the 2015 logo to a bright orange, #E76124 in the SVG on honorcare.com. One colour swap, the same brand.

It is a small change with a big job. In August 2023 Honor hired Mark Privett as vice president of design to modernise its digital experiences, starting with the Home Instead web. In December 2023 it appointed Kim Atkinson as Chief Communications Officer, and her title is now Chief Brand and Communications Officer. Atkinson says she then led a complete rebrand of Honor and Home Instead in under a year, and the page for that podcast episode puts it at seven to eight months. The new Home Instead brand went public on 16 December 2024. That is the year the orange belongs to. Honor itself never published a release that dates the orange.

The why is the category. Atkinson describes the programme as moving home care from "crisis care" to older adults living on their own terms, and she argues for speed: "The category has changed, consumers have changed, the culture has changed, and you've been worrying about your colors and your logo for all of that time." Keep the wordmark, change the colour: that fits the argument.

Atkinson led the programme. The orange itself was drawn in house by the Honor Design team, with Joshua Bruner, Honor's head of brand design, on the brand work.

The orange now sits in the header of honorcare.com, and Home Instead calls itself "an Honor company" on its own site. The amber, Honor's face for nearly a decade, lives on in older press images.

Our verdict: the smart kind of change. Honor kept the one thing it owned, its wordmark with the cut stem on the h, and swapped a colour that had worn thin for one you cannot look past. Amber on white is soft. Orange is not.