{"id":9894,"date":"2021-07-07T07:56:15","date_gmt":"2021-07-07T07:56:15","guid":{"rendered":"https:\/\/turbologo.com\/articles\/?p=9894"},"modified":"2025-07-25T06:55:35","modified_gmt":"2025-07-25T06:55:35","slug":"hm-logo","status":"publish","type":"post","link":"https:\/\/turbologo.com\/articles\/hm-logo\/","title":{"rendered":"H&#038;M Logo: A Brief History of a Design"},"content":{"rendered":"\n<p>Not just any clothing brand can boast tremendous growth. There are but a few of them that managed to reach a global megacorporation level. One can notice the H&amp;M logo in just about any mall these days. It\u2019s one of the most popular clothing brands. Threads and accessories offered in the shops are created by the company\u2019s designing team. Moreover, even world-renowned designers would like to collaborate with H&amp;M and place the H&amp;M logo on some of their creations. Today, we are going to take a closer look at the history of H&amp;M\u2019s success.<\/p>\n\n\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_17 counter-hierarchy ez-toc-transparent\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class=\"ez-toc-list ez-toc-list-level-1\"><li class=\"ez-toc-page-1 ez-toc-heading-level-2\"><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/turbologo.com\/articles\/hm-logo\/#h_m_logo_history\" title=\"H&amp;M Logo History\">H&amp;M Logo History<\/a><\/li><li class=\"ez-toc-page-1 ez-toc-heading-level-2\"><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/turbologo.com\/articles\/hm-logo\/#h_m_logo_evolution\" title=\"H&amp;M Logo evolution\">H&amp;M Logo evolution<\/a><\/li><li class=\"ez-toc-page-1 ez-toc-heading-level-2\"><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/turbologo.com\/articles\/hm-logo\/#logo_font\" title=\"Logo Font\">Logo Font<\/a><\/li><li class=\"ez-toc-page-1 ez-toc-heading-level-2\"><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/turbologo.com\/articles\/hm-logo\/#h_m_logo_symbolism\" title=\"H&amp;M Logo Symbolism\">H&amp;M Logo Symbolism<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"h_m_logo_history\"><\/span>H&amp;M Logo History<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" width=\"1024\" height=\"600\" src=\"https:\/\/assets.turbologo.com\/blog\/en\/2021\/07\/07044555\/Erling-Persson.png\" alt=\"Erling Persson\" class=\"wp-image-9970\" title=\"Erling Persson\" srcset=\"https:\/\/assets.turbologo.com\/blog\/en\/2021\/07\/07044555\/Erling-Persson.png 1024w, https:\/\/assets.turbologo.com\/blog\/en\/2021\/07\/07044555\/Erling-Persson-300x176.png 300w, https:\/\/assets.turbologo.com\/blog\/en\/2021\/07\/07044555\/Erling-Persson-768x450.png 768w\" sizes=\"(min-width: 958px) 958px, 100vw\" data-full=\"https:\/\/assets.turbologo.com\/blog\/en\/2021\/07\/07044555\/Erling-Persson.png\" data-full-size=\"1024x600\" \/><\/figure>\n\n\n\n<p><a href=\"https:\/\/en.wikipedia.org\/wiki\/Erling_Persson\">Erling Persson<\/a>, the company\u2019s founder, originates from Sweden. He has been affected by World War II just like many of his peers. However, it also helped his business a lot. He got to the USA where he witnessed a completely different approach to clothes commerce. They paid more attention to the needs of the customers. And so Persson decided to adopt the tactics and offered usable clothes designs at reasonable prices in his homeland. That\u2019s where the history of H&amp;M begins.&nbsp;<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"h_m_logo_evolution\"><\/span>H&amp;M Logo evolution<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" width=\"1024\" height=\"600\" src=\"https:\/\/assets.turbologo.com\/blog\/en\/2021\/07\/07043211\/hm-logo-evolution-1.png\" alt=\"H&amp;M logo evolution \" class=\"wp-image-9967\" title=\"H&amp;M logo evolution \" srcset=\"https:\/\/assets.turbologo.com\/blog\/en\/2021\/07\/07043211\/hm-logo-evolution-1.png 1024w, https:\/\/assets.turbologo.com\/blog\/en\/2021\/07\/07043211\/hm-logo-evolution-1-300x176.png 300w, https:\/\/assets.turbologo.com\/blog\/en\/2021\/07\/07043211\/hm-logo-evolution-1-768x450.png 768w\" sizes=\"(min-width: 958px) 958px, 100vw\" data-full=\"https:\/\/assets.turbologo.com\/blog\/en\/2021\/07\/07043211\/hm-logo-evolution-1.png\" data-full-size=\"1024x600\" \/><\/figure>\n\n\n\n<p>So, few years after the war a new shop called \u201cHennes\u201d opened in Sweden. \u201cHennes\u201d is Sweden for \u201chers\u201d. As you might already have guessed the shop was designed for women. The first H&amp;M logo contained only a single handwritten inscription. Scandinavian design tends to be <a href=\"https:\/\/turbologo.com\/articles\/minimalist-logo\/\">minimalistic<\/a> and the first H&amp;M logo wasn\u2019t an exception.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" width=\"1024\" height=\"600\" src=\"https:\/\/assets.turbologo.com\/blog\/en\/2021\/07\/07045858\/hm-first-logo-1947-1.png\" alt=\"H&amp;M logo 1947\" class=\"wp-image-9982\" title=\"H&amp;M logo 1947\" srcset=\"https:\/\/assets.turbologo.com\/blog\/en\/2021\/07\/07045858\/hm-first-logo-1947-1.png 1024w, https:\/\/assets.turbologo.com\/blog\/en\/2021\/07\/07045858\/hm-first-logo-1947-1-300x176.png 300w, https:\/\/assets.turbologo.com\/blog\/en\/2021\/07\/07045858\/hm-first-logo-1947-1-768x450.png 768w\" sizes=\"(min-width: 958px) 958px, 100vw\" data-full=\"https:\/\/assets.turbologo.com\/blog\/en\/2021\/07\/07045858\/hm-first-logo-1947-1.png\" data-full-size=\"1024x600\" \/><\/figure>\n\n\n\n<p>Persson, however, kept going and developing his brand. He decided to purchase an already functioning clothes shop. He chose a huntsman clothes store. But the owner of the shop didn\u2019t want to lose his business and offered Persson funds for further growth and became the first shareholder of the company. That\u2019s how Hennes acquired Mauritz which was a surname of the huntsman store owner. It is these two letters that now were put together a new H&amp;M logo.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" width=\"1024\" height=\"600\" src=\"https:\/\/assets.turbologo.com\/blog\/en\/2021\/07\/07044917\/hm-logo-1968.png\" alt=\"H&amp;M logo 1968\" class=\"wp-image-9972\" title=\"H&amp;M logo 1968\" srcset=\"https:\/\/assets.turbologo.com\/blog\/en\/2021\/07\/07044917\/hm-logo-1968.png 1024w, https:\/\/assets.turbologo.com\/blog\/en\/2021\/07\/07044917\/hm-logo-1968-300x176.png 300w, https:\/\/assets.turbologo.com\/blog\/en\/2021\/07\/07044917\/hm-logo-1968-768x450.png 768w\" sizes=\"(min-width: 958px) 958px, 100vw\" data-full=\"https:\/\/assets.turbologo.com\/blog\/en\/2021\/07\/07044917\/hm-logo-1968.png\" data-full-size=\"1024x600\" \/><\/figure>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"logo_font\"><\/span>Logo Font<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Well, now that we know the meaning of the logo, the time has come to learn something about the font used in the H&amp;M logo. The very first variation, being seemingly <a href=\"https:\/\/turbologo.com\/logo-maker\/templates\/calligraphy\">handwritten<\/a>, was rather friendly and eye-catching. The inscription itself was slightly moved to a top angle. It was supposed to symbolize motion, confidence, reliability as well as stability.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" width=\"1024\" height=\"600\" src=\"https:\/\/assets.turbologo.com\/blog\/en\/2021\/07\/07045820\/hm-first-logo-font-1.png\" alt=\"H&amp;M first logo font \" class=\"wp-image-9980\" title=\"H&amp;M first logo font \" srcset=\"https:\/\/assets.turbologo.com\/blog\/en\/2021\/07\/07045820\/hm-first-logo-font-1.png 1024w, https:\/\/assets.turbologo.com\/blog\/en\/2021\/07\/07045820\/hm-first-logo-font-1-300x176.png 300w, https:\/\/assets.turbologo.com\/blog\/en\/2021\/07\/07045820\/hm-first-logo-font-1-768x450.png 768w\" sizes=\"(min-width: 958px) 958px, 100vw\" data-full=\"https:\/\/assets.turbologo.com\/blog\/en\/2021\/07\/07045820\/hm-first-logo-font-1.png\" data-full-size=\"1024x600\" \/><\/figure>\n\n\n\n<p>After merging with the Mauritz store, a necessity for new H&amp;M logo creation arose. The new option was a monogram with some explanations regarding the implied surnames. The lettering was written in Sans-Serif that was a very <a href=\"https:\/\/turbologo.com\/articles\/104-perfect-free-fonts-for-logo-design\/\">popular font<\/a> back then. And shortly after that, in but a few years, some redecorations were applied to the logo resulting in an ultimate H&amp;M logo version that hasn\u2019t been changed throughout centuries. Logo is featured a <strong>HM Amperserif<\/strong> font.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" width=\"1024\" height=\"600\" src=\"https:\/\/assets.turbologo.com\/blog\/en\/2021\/07\/07045310\/hm-logos-1.png\" alt=\"H&amp;M logos: font\" class=\"wp-image-9976\" title=\"H&amp;M logos: font\" srcset=\"https:\/\/assets.turbologo.com\/blog\/en\/2021\/07\/07045310\/hm-logos-1.png 1024w, https:\/\/assets.turbologo.com\/blog\/en\/2021\/07\/07045310\/hm-logos-1-300x176.png 300w, https:\/\/assets.turbologo.com\/blog\/en\/2021\/07\/07045310\/hm-logos-1-768x450.png 768w\" sizes=\"(min-width: 958px) 958px, 100vw\" data-full=\"https:\/\/assets.turbologo.com\/blog\/en\/2021\/07\/07045310\/hm-logos-1.png\" data-full-size=\"1024x600\" \/><\/figure>\n\n\n\n<p>It goes without saying that the abbreviation features some unusual font. It is actually a unique design developed especially for the H&amp;M logo. Thanks to savvy management and capsule collections by famous and renowned designers the brand is loved and recognized across the globe. Trendy threads on sale have boomed many times causing customers to flood fitting rooms in H&amp;M stores.<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"h_m_logo_symbolism\"><\/span>H&amp;M Logo Symbolism<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" width=\"1024\" height=\"600\" src=\"https:\/\/assets.turbologo.com\/blog\/en\/2021\/07\/07045753\/hm-symbol-logo.png\" alt=\"H&amp;M Symbol logo\" class=\"wp-image-9979\" title=\"H&amp;M Symbol logo\" srcset=\"https:\/\/assets.turbologo.com\/blog\/en\/2021\/07\/07045753\/hm-symbol-logo.png 1024w, https:\/\/assets.turbologo.com\/blog\/en\/2021\/07\/07045753\/hm-symbol-logo-300x176.png 300w, https:\/\/assets.turbologo.com\/blog\/en\/2021\/07\/07045753\/hm-symbol-logo-768x450.png 768w\" sizes=\"(min-width: 958px) 958px, 100vw\" data-full=\"https:\/\/assets.turbologo.com\/blog\/en\/2021\/07\/07045753\/hm-symbol-logo.png\" data-full-size=\"1024x600\" \/><\/figure>\n\n\n\n<p>The Director Board of the company never saved for a rainy day, giving it all to proper marketing and advertising. As a result, a vocalist of ABBA that was on the top charts back then became the first model of an ad. The company\u2019s name was conclusively reduced to two letters. After learning the history of the company there probably aren\u2019t any questions like what does H&amp;M logo means. But is there any hidden message? Well, sure, there is. <strong>A bright red hints that the brand is designed for teens.<\/strong><\/p>\n\n\n\n<p>An outlining has long since gone. There mustn\u2019t be any borders for a trendy and modern H&amp;M logo. You might consider that as advice. Don\u2019t outline your logo if your audience is mostly teens and youngsters. In general, the logo <strong>conveys passion as well as youths\u2019 desire for standing out from the crowd and finding where they belong<\/strong>. It is extremely recognizable. You can hardly confuse it with some other logo.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" width=\"1024\" height=\"600\" src=\"https:\/\/assets.turbologo.com\/blog\/en\/2021\/07\/07050018\/hm-color-logo.png\" alt=\"H&amp;M color logo\" class=\"wp-image-9984\" title=\"H&amp;M color logo\" srcset=\"https:\/\/assets.turbologo.com\/blog\/en\/2021\/07\/07050018\/hm-color-logo.png 1024w, https:\/\/assets.turbologo.com\/blog\/en\/2021\/07\/07050018\/hm-color-logo-300x176.png 300w, https:\/\/assets.turbologo.com\/blog\/en\/2021\/07\/07050018\/hm-color-logo-768x450.png 768w\" sizes=\"(min-width: 958px) 958px, 100vw\" data-full=\"https:\/\/assets.turbologo.com\/blog\/en\/2021\/07\/07050018\/hm-color-logo.png\" data-full-size=\"1024x600\" \/><\/figure>\n\n\n\n<p>Dynamic lettering, traced by some wide and lashing brush, calls to immediate action. That\u2019s why it\u2019s hard to miss the store or simply walk by without having a look inside. H&amp;M logo is also rather simplistic. It features no arty-crafty elements. It is not rooted in glorious history and boasts no hidden meanings. Nevertheless, the H&amp;M logo has been designed more than fifty years ago and it still looks trendy, stylish, and inviting. That\u2019s what a really good logo should be like.<\/p>\n\n\n","protected":false},"excerpt":{"rendered":"<p>Not just any clothing brand can boast tremendous growth. There are but a few of them that managed to reach&#8230;<\/p>\n","protected":false},"author":1,"featured_media":9969,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[13],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v16.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>H&amp;M Logo: A Brief History of a Design | Turbologo<\/title>\n<meta name=\"description\" content=\"H&amp;M logo is associated with trendy clothes not only because of the past of the brand. There are other things at play here like a proper color choice, aptness, or neat lettering. And if you mix history with proper designing, you get a cool logo.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/turbologo.com\/articles\/hm-logo\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"H&amp;M Logo: A Brief History of a Design | Turbologo\" \/>\n<meta property=\"og:description\" content=\"H&amp;M logo is associated with trendy clothes not only because of the past of the brand. There are other things at play here like a proper color choice, aptness, or neat lettering. And if you mix history with proper designing, you get a cool logo.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/turbologo.com\/articles\/hm-logo\/\" \/>\n<meta property=\"og:site_name\" content=\"Design, branding and business \u2013 The Official Turbologo blog\" \/>\n<meta property=\"article:published_time\" content=\"2021-07-07T07:56:15+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-07-25T06:55:35+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/assets.turbologo.com\/blog\/en\/2021\/07\/07043337\/shutterstock_1784238500.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"667\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Ilya Lavrov\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/turbologo.com\/articles\/#organization\",\"name\":\"Turbologo\",\"url\":\"https:\/\/turbologo.com\/articles\/\",\"sameAs\":[\"https:\/\/www.instagram.com\/turbologo_com\/\",\"https:\/\/www.pinterest.com\/turbologo\/\"],\"logo\":{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/turbologo.com\/articles\/#logo\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/assets.turbologo.com\/blog\/en\/2020\/03\/19084542\/oFdF5wlUJjw.jpg\",\"contentUrl\":\"https:\/\/assets.turbologo.com\/blog\/en\/2020\/03\/19084542\/oFdF5wlUJjw.jpg\",\"width\":500,\"height\":500,\"caption\":\"Turbologo\"},\"image\":{\"@id\":\"https:\/\/turbologo.com\/articles\/#logo\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/turbologo.com\/articles\/#website\",\"url\":\"https:\/\/turbologo.com\/articles\/\",\"name\":\"Design, branding and business \\u2013 The Official Turbologo blog\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\/\/turbologo.com\/articles\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/turbologo.com\/articles\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/turbologo.com\/articles\/hm-logo\/#primaryimage\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/assets.turbologo.com\/blog\/en\/2021\/07\/07043337\/shutterstock_1784238500.jpg\",\"contentUrl\":\"https:\/\/assets.turbologo.com\/blog\/en\/2021\/07\/07043337\/shutterstock_1784238500.jpg\",\"width\":1000,\"height\":667,\"caption\":\"H&M shop\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/turbologo.com\/articles\/hm-logo\/#webpage\",\"url\":\"https:\/\/turbologo.com\/articles\/hm-logo\/\",\"name\":\"H&M Logo: A Brief History of a Design | Turbologo\",\"isPartOf\":{\"@id\":\"https:\/\/turbologo.com\/articles\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/turbologo.com\/articles\/hm-logo\/#primaryimage\"},\"datePublished\":\"2021-07-07T07:56:15+00:00\",\"dateModified\":\"2025-07-25T06:55:35+00:00\",\"description\":\"H&M logo is associated with trendy clothes not only because of the past of the brand. 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