H&M: Brand Guidelines

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.