H&M Brand Identity

In close collaboration with H&M creative lead we have developed the total look and feel of H&M globally through all touch points. We have defined and designed a new and coherent look that will work equally good in digital as in physical channels in all 69 markets.

The base for the new identity is a set of new typefaces and the return to the hero color red. A system for graphic design, split headlines and logo placement to become even more recognizable and to make it possible to tell stories about fashion.

Client: H&M HQ

Collaborations: Monotype/ Forsman & Bodenfors for brand book, play book and more

Scope: Brand direction/Logo placement/Graphic identity/Custom typeface/Brand colors/Image identity/Icons and illustrations/SoMe guidelines/Digital guideline/Standard packaging/Opening guideline/Brand book/Play book and more