H&M, short for Hennes & Mauritz, is a Swedish multinational clothing company known for its trendy and affordable fashion. It started off as “Hennes,” which means “Her” in Swedish, and became “Hennes & Mauritz” after merging with a men’s clothing brand. It became H&M in 1968 after it was listed at the Stockholm Stock Exchange. The brand’s iconic logo has undergone a few changes since its inception in 1947. Each logo iteration reflects the growth and evolution of the company over the years. This article takes a closer look at the history and evolution of the H&M logo.
The Genesis of the H&M Logo (1947–1968)
When Erling Persson founded the company in 1947, he named it “Hennes,” which means “hers” in Swedish. The first H&M logo featured a handwritten, slightly slanted script font stretched upwards with the word “Hennes” written in white and set against a black background. In the logo, the letters “H” and “S” were written in uppercase, while the rest were written in lowercase. Also, the word “Hennes” seems to have been placed or nailed on two lines, and the uneven darkening of the colour white in the letters gave the logo a 3D effect. This simple yet elegant logo represented the initial focus of the brand on women’s fashion.
(1968)
After the merger of Hennes with Mauritz Widforss in 1968, the logo was changed to include the names of both entities. At the centre of the names “Hennes” and “Mauritz” appeared a monogram featuring “H&M” within a thin, uneven circle in black. The letters of the logo had the same style as the “Hennes” written in the original logo. However, their contours were made thin and modified. This particular logo stayed with the company for a few months before the brand name became just “H&M.”
(1968–1999)
When the name of the company was changed to just “H&M,” the logo appeared in a vibrant red monogram. It had the same handwritten and slanted typeface as that of the previous version, but without any framing. Both “H” and “M” were executed in capital letters with a small ampersand sign in the same shade of red placed between them. If the smooth lines of the letters gave an impression of the brand being friendly, the vibrant red colour reflected the style, passion, and power of the brand.
(1999–Present)
In 1999, H&M introduced a simplified and more modern version of its logo, which has remained largely unchanged since then. The new logo featured only the “H&M” monogram in a bright red, italicised, and handwritten-style font. The letters were slightly elongated, and the ampersand was emphasised to create a more balanced and visually appealing design. This logo effectively communicated the identity of the brand as youthful, dynamic, and trendy.
The Elements of the H&M Logo
Font
The H&M logo has consistently used a handwritten-style font, which gives it a friendly and approachable appearance. The font has evolved over the years and has become more refined and legible. The ampersand symbol has also been emphasised to create a more balanced and visually appealing design.
Colour
Red has been the primary colour used in the H&M logo since the second redesign in 1968. This vibrant colour is associated with passion, excitement, dynamism, and youth – qualities that align with the target audience and fashion philosophy of the brand. The red colour also helps the logo stand out and grab attention, thereby making it easily recognisable.
Finally
The H&M logo has come a long way since its inception in 1947. From a simple script font to a bold and modern monogram, the logo has evolved to reflect the growth of the brand and the changing fashion trends. The use of a handwritten-style font and the consistent use of red have helped create a strong and memorable brand identity that is recognised worldwide. The H&M logo is a testament to the power of a well-designed and adaptable logo in the ever-changing world of fashion.