Swedish furniture company Hem unveiled a new brand identity created in collaboration with London-based creative practice Made Thought. Founded by Petrus Palmer in 2014, Hem has quickly established a reputation as a brand for contemporary classics by the likes of Anderssen & Voll, Lars Beller Fjetland and Max Lamb among others.
The new development in the brand’s short history comes as the peak of a year of growth for Hem, which recently expanded into the United States with the opening of a second studio location in New York’s SoHo. Its motto, ‘imaginative designs of obsessive quality’, is at the heart of the new branding, which visually represents the company’s values.
‘We want Hem to be a platform for progressive thinking, inspiring the creative community through collaboration, innovation and experimentation, and we wanted our new visual identity to reflect this playfulness while also signalling the obsessive quality we are known for,’ says Palmer. ‘We’ve taken the time necessary to verbalise and internally align on a clear raison d’être. From that point, we’ve let a personality evolve.’
The brand’s newly-developed personality includes a distinctively enthusiastic colour palette featuring primary shades and silhouettes of the most iconic furniture designs, as well as new typeface, aptly named Hem Sans, created by leading Swedish typographer Göran Söderström of Letters from Sweden. The new typeface in particular is inspired by Geometric Sans Serif, and pays homage to the geometric language of design and architecture, infused with Hem’s optimistic creativity.
