H&M’s new logo still keeps the original logos red colour and monogram concept but is more elegant and resembles that of a signature. The concept behind the new look was the idea of combining the letters H and M together to symbolize the joining of the two original stores (Hennes and Mauritz). The ampersand was removed because I wanted to join the letters to make it whole. Movement was created throughout the logo with the almost continuous line going through the letters H and M. The movement in the letters also nicely represents that of the movement and elegance in the fashions that H&M represents. The line could easily represent a thread and the loop in the H could easily represent that of a needle.