Hem’s new brand identity plays with architectural geometry and colour
The newly launched identity was created for Hem by London-based practice Made Thought with a specially developed typeface by Letters from Sweden
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.
‘We want Hem to be a platform for progressive thinking, inspiring the creative community through collaboration, innovation and experimentation’
As the company unveils their new brand aesthetic, they also continue to launch new pieces by international collaborators. The latest launch, a chair by Faye Toogood, features a metal frame supporting an oversized duvet-like element, the first of a new series of pieces by the British designer that affirms Hem’s quest to expand their product offering by working with avant-garde creatives and European artisans.
‘The team at Hem have a very clear understanding of who they are and what they stand for, comments Garrett Duncan, Made Thought’s Strategy Director. ‘They also have an exciting vision for their future, pushing the boundaries of a conventional design or furniture brand: our job was to articulate a brand strategy that would help bring that collective vision to life.’ Made Thought’s design is a celebration of an ‘eclectic, tactile and creative world full of energy and play’, but also a reflection of the commitment to design, quality and expertise at the heart of the brand. §