Dezeen promotion: Swedish furniture company Hem has launched a new visual identity featuring shapes based on popular products from its archive.
The rebrand reflects "a new chapter" for Hem after a year of growth for the company, during which it relocated to a larger headquarters in Stockholm and opened its first permanent studio in New York.
Designed by London-based branding agency Made Thought, the visual identity includes new graphics, a fresh colour palette and a redesigned typeface.
Made Thought based part of Hem's new branding on its products
For the brand graphics, Made Thought selected a series of digital visuals taken of popular Hem products and stripped them down to their basic forms, leaving just flat silhouettes of the items. Chosen designs include the Alphabeta Pendant Light by Luca Nichetto, the Last Stools by Max Lamb and the Kendo Chair by LucidiPevere.
These shapes will be used to represent key product categories across Hem's packaging and promotional materials, as well as on its website. They will be used as colour-block graphics on their own or as frames for other content, such as product photographs.
The new visual identity includes graphics, a colour palette and a typeface
The graphics and branding have been animated with a vibrant colour palette featuring cobalt blue, lemon yellow, bright red and deep green.
These hues are paired with a lighter version of their own colour, apart from the blue tone, which is paired with white.
"The express...