Fashion-forward fonts for H&M.
Brand Design
Typography
Web design
Retail fonts
H &M was in need of a custom typeface to speak stylishly across all communications — from large-scale formats like in-store graphics to smaller size type on their website and seasonal look books. Monotype and The Studio collaborated on the design and development of exclusive typeface HM Amperserif for the brand.
Swedish clothing brand H&M – which is ranked as the second largest global clothing retailer – has over 3,000 shops in 61 countries around the world. Its branding materials cover everything from advertising and catalogs, to packaging, films and signage. Although H&M was already working with a bespoke sans-serif typeface design called HM Ampersand – which was also designed by Monotype – it wanted to develop a fuller typographic language that it could use in a range of contexts around the world. The brand approached Monotype to commission a companion serif typeface that would contrast and complement the existing HM Ampersand design.