We started Do as a physical shop in 2006, spending 4 years in Soho and 5 years in Covent Garden. During this time we focused on presenting great products and supporting emerging designers, especially through the Do Masters programme. In 2015 we decided to close the physical shop and expand online, bringing more products and inspiring content to customers in a more relevant way through all digital channels. Our brand name reflects our mission to empower customers to take charge of their lives, starting by creating their own inspiring spaces. Our original logo features a stylised outline of a signpost with an arrow formed by dots, reflecting our guiding role for our customers. In 2018 we refreshed our brand identity by swivelling the dotted arrow upwards to create a stylised house, reinforcing our connection with homes and interior spaces. As for the signpost, it shows that the only way is up!
