CONTENTS
Visual Strategy
Brand Development
Visual standards
01 History
31 Logosketches
40 Business Extensions
02 Positioning
33 Logo
49 Advertising
04 Mission
Similar logos
52 Photostyle
06 Soul
35 Do’s and dont’s
08 Personality
37 Typgraphy
11 Target
39 Color
21 today/tomorow
23 keywords
25 SWOT
29 Competitors
40s 60s 80s 00s
H&M started out in 1946 as a
The M was added to include
The European expansion con-
A flagship store opens in New
brand for affordable fashion
fashion for men. Stores ex-
tinues. H&M becomes available
York, H&M collaborates with
for women, with its flagship
panded internationally,in
online for the first time.
Kar Largerfelt- telling that
store in Stockholm.
Norway and Denmark.
01 | Visual Strategy
fashion can be affordable.
Positioning H&M is a brand that will lasts you a long time in terms of quality and style. H&M is the fashion brand for a sustainable style, not for what’s trendy just today.
02 | Visual Strategy
MISSION
We believe in a sustainable fashion, in a sustainable style. We believe in a fair, inclusive and diversed fashion industry.
04 | Visual Strategy
SOUL
We create for the people today, who care about tomorrow together, we want to make a better future. We believe that openness and creativity can make all the changes in the world.
06 | Visual Strategy
PERSONALITY
We believe in the importens of self-expression through your individual style. We want to design fashion, for everyone.
08 | Visual Strategy
FASHION SHO
FASHION NEVER FAIL FEEL FIERCE FASHIO ASHION SHOULD USE
ASHION SHOULD MAKE YOU
FASHION
AIR FACTORIES
FEM
SHOULD BE
ASHION SHOULD
OULD USE FAIR
RFABRICRS SFASHION IS OUR FAITH ON SHOULD MAKE YOU N FEEL FABULOUS
MALE
E
FASHION IS FO EVERYON
Our fashion fans Our customers believe in a fair fashion industry. They are willing to spend money on clothes that are sustainable, but they do not buy designer bands.
11 | Visual Strategy
13 | Visual Strategy
The consious millenial This group cares a lot about brand image. They want the brand that they’re wearing to represent their values and they have high expectations of the industry to provide fair fashion. It’s also important for them to stay on top of trends and they’ll occasionally buy “unfair fashion” because of that.
15 | Visual Strategy
The habitaul consumer This guy will is a repeat buyer. He has a consistant color combination on his t-shirts and he buys the same ill-fitted jeans every time he goes shopping, because someone, along time ago, told him it suited him.
The environmentalist The environmentalist thinks that fashion should be comfortable and sustainable. Their usual outfit is a pair of jeans and a long-sleeved shirt, sometimes they may add some color. They wants to spend as much free time outdoors, either working in the garden or going for a long walk. The environmentalist doesn’t buy new clothes that often, rather they spend on experiences.
17 | Visual Strategy
H&M today
21 | Visual Strategy
H&M tomorrow
Keywords
23 | Visual Strategy
Past
Present
Trendy
Modern
Affordable
Sustainable
Quality
Basics
STRENGHTS • Strong digital presence. • One of the most sustainable fashion brands. • Large number of stores.
WEAKNESSES • Depending on independent suppliers to pick up trends from other brands • They’re following trends.
• Expanded into new markets in 2017.
OPPORTUNITIES
THREATS
• Expanding e-commerce platform.
• Not keeping up with the latest trends.
• Expand in emerging markets, Asia and Africa
• Increasing manufacturing costs.
• Focus on lifestyle and brand-values.
• Being outpaced because of e-commerce.
25 | Visual Strategy
One of the most sustainable companies in the world
26 | Visual Strategy
We stand for a fair
fashion industry
Competitors
PAST
29 | Visual Strategy
PRESENT
FUTURE
Forever 21
People tree
Reformation
ZARA
PACT appereal
Everlane
asos
UNIQLO
MANGO
31 | Brand Development
Similar logos H&M are keeping the initails for their logomark, becuase of its of recognition and that because of the value that it adds to the brand, althoguh there are a few other brands fashion brands that are using initalis in their logomarks too.
33 | Brand Development
33 | Brand Development
Final logo
35 | Brand Development
Do
This are the only way the in which the logo can be used.
36 | Brand Development
Don’t
Typograhpy TeX Gyre Adventor bold,is the display font used for headlines
Uppercase
Lowercase
numerals
38 | Brand Development
ABCDEFGHIJKL NOPQRSTVWXYZ abcdefghijkl nopqrstvwxyz 0123456789
Typograhpy PT MONO regular is the bodycopy font
PT Mono is a Serif font, that is easy to read. It compliments the Sans Serif headline font well and brings a sense of craft to the design.
Color
CMYK 15 88 56 5 RGB 201 58 81 Hex #c93a51 PMS 7635
CMYK 4 17 92 0 RGB 249 207 17 HEX #f9cf11 PMS 012
CMYK 12 8 8 0 RGB 230 230 232 Hex # PMS 649
39 | Brand Development
H&M extentions
Sustainability school Bringing awareness to what you can do at home.
Library cafĂŠ A coffee shop for students and workers, provided with educational books about fashion.
KIDS section provides a sustainable, colorful line for kids
Mom section a comfortable and sustainable line for moms.
Fashion magazine
YouTube series Designers and creators share their tips and tricks.
Recycling station A station where you can recycle your old clothes.
Outlet
Hair salon A hair salon that only using organic products.
A magazine that talks about sustainable fashion.
Sells last seasons clothes.
Second-hand store Trend
Fashion Museum Showcases H&Ms collaborations throughout history.
A line that provides trendy sustainable clothes.
Sells old clothes from H&M’s designers, creators, and customers.
Unisex Barbershop A Barbershop that only using organic products.
A sustainable line for all genders and non-binary.
Lifestyle magazine Skincare A sustainable skincare line.
Beauty salon Does everything from facials to a mani-pedi.
A magazine that talks about lifestyle in a sustainable way.
Fashion podcast Designers and creators from H&M talk about fashion.
40 | Brand Development
H&M hair The hair saloon has a inviting environement decorated with a lot of plants and greens.
It only uses affordable and organic products that gives you the best result and the style that you want.
43 | Visual standards guide
Online magazine H&M publish online magazine, where they discuss sustainablity and style. You’ll get to know fashion tips and tricks from designers, influencers and fashion icons from all over the world.
Library Café H&M opens Café with inspiration from southern France.
It’s a perfect spot for students and freelance workers,or for someone who just wants to have a cup of coffee and brows through coffeetable books.
46 | Visual Standards Guide
Sustaible bags H&M will from now on use organic, recycable bags to closer to their goal; to be a leading, sustainable fashion brand.
48 | Visual Standards Guide
Advertising We want the consumers to be a part of our brand. We want to know how they make sustainable lifestyle choices in their everyday.
The customer can use the tags #sustainablestyle and SandraSilv Look at my second hand bag #sustainablestyle
#H&M. This gives them a chance to be a part of our movement towards a sustainable fashion industry.
49 | Visual Standards Guide
For a sustaianble style
Photo style H&M’s photos should be in color. They are straight forward and show an accurate image of the product that is being sold.
52 | Visual Standards Guide
Š2018 Amanda Wennberg
All content for H&M’s brandbook was conceived, designed, and produced by Amanda Wennberg. Photography provided by Livy Wu: www.shuang-livy-wu.com Design Consultation Roger Muller ADV 370 Brand and Branding, Academy of Art University. This book is a non-commercial work produced as a student project for educational purposes, and as such is considered a derivative work under the Fair Use Clause of the US Copyright Law.
Manufactured in the USA.