Analysis and redesign of the H&M logotype in the context of luxury branding

Abstract

Ovaj završni rad analizira logotip brenda H&M kroz usporedbu masovnog i luksuznog brendiranja. Cilj rada bio je istražiti na koji način se kroz promjene u vizualnim elementima poput tipografije, boje i kompozicije može postići percepcija luksuza unutar konteksta masovno dostupnog brenda. Rad se temelji na teorijskoj podlozi o vizualnom identitetu, razlikama između masovnih i luksuznih brendova te njihovim vizualnim identitetima, kao i pojmu rebrandinga s naglaskom na redizajn logotipa. Provedena je analiza postojećeg H&M logotipa, zatim je izrađen novi dizajn koji vizualno predstavlja ekskluzivnost, sofisticiranost i eleganciju karakterističnu za luksuzne modne marke. U praktičnom dijelu prikazan je proces odabira vizualnih elemenata, skiciranja koncepta, sve do primjene novog logotipa u različitim medijima. Također, rezultati provedene ankete potvrdili su da redizajnirani logotip H&M-a u luksuznom stilu kod ispitanika izaziva dojam prestiža i kvalitete, što potvrđuje uspješnost dizajnerskog pristupa. Rad doprinosi razumijevanju važnosti vizualnog identiteta u percepciji brenda i otvara mogućnosti strateške transformacije masovnih marki prema višem tržišnom segmentu.This thesis analyzes the H&M brand logo through a comparison of mass-market and luxury branding. The aim of the study was to explore how changes in visual elements such as typography, color, and composition can create a perception of luxury within the context of a widely accessible brand. The work is based on a theoretical foundation of visual identity, the differences between mass and luxury brands and their visual identities, as well as the concept of rebranding with an emphasis on logo redesign. An analysis of the existing H&M logo was conducted, followed by the creation of a new design that visually represents exclusivity, sophistication, and elegance characteristic of luxury fashion brands. The practical part presents the process of selecting visual elements, sketching the concept, and applying the new logo across various media. Additionally, the results of a conducted survey confirmed that the redesigned H&M logo in a luxury style evokes a sense of prestige and quality among respondents, validating the success of the design approach. This thesis contributes to the understanding of the importance of visual identity in brand perception and opens possibilities for the strategic transformation of mass-market brands toward a higher market segment