H&M needed 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. H&M 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.
This secondary typeface needed to speak authoritatively and stylishly across all of H&M’s communication.
Monotype’S Toshi Omagari, worked closely with Swedish design practice The Studio and H&M’s own marketing team to develop the HM Amperserif typeface – a design that follows the structure of HM Ampersand, but introduces greater flexibility for H&M’s typography. The brand needed to be able to present a clear global visual language, while maintaining its identity, and speak to a broad audience without compromising on design quality.
HM Amperserif allowed H&M to establish its own fashionable typographic voice, with a full set of bespoke typefaces that can be used to address consumers around the world in a range of print and digital environments.