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The idea behind SOHO House is to be creative; the look needed to be minimal and classy at the same time but with crucial references to each house and its own personality.
While the houses before had a unique system, it didn't look cohesive, and thus, they needed a more refreshing look with a system that matched the house's style and aesthetic.

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The logo design is based on the idea that the doors on each house is hidden. And it's something that the brand takes pride in the exclusivity and the obscurity of each house.