The “stencil” logo released in 1979 for this chain used only 2 colors, one of which emphasized “energy” & “value”
On the June 11, 2025 episode of Jeopardy, the Final Jeopardy clue came from the category “U.S. Business” and read: “The ‘stencil’ logo released in 1979 for this chain used only 2 colors, one of which emphasized ‘energy’ & ‘value.’”
Contents
What is The Home Depot?
This clue led contestants to consider American retail brands with iconic and enduring logos. The term “stencil” was a strong hint toward a recognizable, bold typeface, while the reference to a color evoking “energy” and “value” pointed clearly to the brand’s dominant use of orange. The combination was a nod to The Home Depot’s now-famous logo—a design that hasn’t changed since its inception more than four decades ago.
The Origins of The Home Depot and Its Logo
The Home Depot was founded in 1978 by Bernie Marcus and Arthur Blank after both were let go from their jobs at Handy Dan Home Improvement Centers. Rather than see it as a setback, they saw opportunity. Their vision was to create a warehouse-style store where customers could access a wide range of home improvement products at competitive prices, all in one place. The first two locations opened the following year in Atlanta, Georgia.
That same year, The Home Depot’s now-famous logo was introduced. Designed by Canadian branding expert Don Watt, the logo featured bold, capitalized words arranged diagonally within an orange square. The typeface selected was “Stencil,” a font that literally resembles industrial stenciling—perfectly suited to convey a rugged, construction-oriented identity.
The Role of Color Psychology in Brand Identity
Orange was not a random choice for The Home Depot. The color was selected for its associations with high energy, affordability, and approachability—qualities that founders wanted their brand to project. According to Don Watt, orange creates a visual sense of urgency and liveliness. In color psychology, orange blends the warmth and excitement of red with the cheerfulness of yellow. For retail, this translates to action, enthusiasm, and value.
To complement the bold orange, the logo uses white as a secondary color. This adds contrast and clarity, making the logo stand out while also conveying a sense of cleanliness and simplicity. The minimalist two-color approach helped establish strong brand recognition without being visually overwhelming—a smart strategy for an up-and-coming retail chain.
The Logo’s Enduring Strength and Simplicity
While many corporations have gone through multiple logo redesigns to stay relevant, The Home Depot has never strayed from its original design. The decision to maintain its visual identity over the decades has paid off. The logo, affectionately nicknamed “Big Orange,” is now deeply embedded in the American retail landscape. It appears consistently on storefronts, shopping bags, employee aprons, marketing materials, and more.
The consistent use of the stencil font and bright orange square has made The Home Depot’s brand instantly recognizable across North America. That kind of visual consistency helps build trust and familiarity, which are essential in retail environments where consumers are often comparing multiple providers for similar goods and services.
The Broader Impact on U.S. Retail Branding
The Home Depot’s branding strategy, centered on a simple and functional logo, has influenced how other U.S. retailers think about design. By staying true to its roots and resisting the urge to rebrand frequently, the company has shown that a logo can endure the test of time when built on a clear message and strong identity.
The company now operates thousands of locations in the U.S., Canada, and Mexico. Despite evolving consumer preferences and increasing competition, The Home Depot’s commitment to its visual brand has remained steady. The logo has become not just a symbol of the store, but a shorthand for home improvement itself in American culture.
Final Thoughts on the June 11 Jeopardy Clue
The Final Jeopardy clue on June 11, 2025, tested more than trivia knowledge—it called on an understanding of branding, marketing psychology, and American business history. The clue’s reference to a “stencil” logo and colors symbolizing “energy” and “value” made it a classic example of how strong branding becomes part of national consciousness. The correct response, What is The Home Depot, reflected one of the most successful and enduring brand identities in U.S. retail history.
