H&M Logo

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H&M Logo
One of the world’s most successful clothing-retail companies, H&M has Swedish origin. The company works in more than 60 countries across the globe and employs over 130,000 people.

Meaning and history

H&M Logo history

Back in 1947, when the company was founded, its name was just Hennes. This very word (which means “hers” in Swedish) comprised the original logo used until 1968 when the company’s founder Erling Persson purchased another retailer and the name changed to Hennes & Mauritz. It was then that the simple typographic logo, which is recognized all around the world, appeared.


HM symbol
The H&M symbol is very simple and minimalistic. It features the letters “H” and “M” with an ampersand between them. It is very often criticized for being too generic – hardly a surprise taking into consideration the elaborate logos many of the modern clothing brands have.
And yet, according to some designers, it is one of the very few cases when a company can actually afford to use such a simple symbol – H&M is so popular that the emblem is instantly recognizable. You don’t have to think twice what company it belongs to.

Who is emblem targeted at?

The two letters united with the ampersand are supposed to appeal to the young buyer. According to the company, most of its clients are people under 30. The free-spirited, vivid logo is supposed to attract this very audience.


Colors of the H&M Logo
The bright shade of red makes the logo stand out in spite of its simplicity. Passion, youthfulness, and energy are the key ideas behind this color choice.


As the H&M logo actually consists of nothing but letters, the font is what really attracts attention. Designers created a custom italic typeface. One of its distinctive features is the bar in the “H” letter which is a bit wider than in most standard fonts.