Brand Presentation: H&M Presented by: Natalie Latouf

Quick Facts:- Design date: 1930- Designed by: Morris Fuller Benton (for The American Type Founders)

Denotation:- Rectilinear- Geometric- Sans-Serif- Contemporary- No non-caps, only large and small caps

Reason for selection:- Clear- Direct- Easy to read for bullets, and short headline information- High contrast with H&M branding and logo typeface.

Popular Uses:

Television- 24- Battlestar Galactica- Drake and Josh- The King of Queens- ER- NCIS- Stargate SG-1- Robot Wars- The Event- Falling Skies- Terra Nova- The Amazing Race - Just Shoot Me

Moviesused heavily in posters and advertising for re-cent movies (Mostly Ac-tion Movies), including:- The Day After Tomor-row

Font Selection: Bank Gothic

- Hancock- Jumper- Eagle Eye- Knowing- The International- X-Men Origins: Wolver-ine- A Perfect Getaway- Seeking Justice- The Hunger Games

Other usesVideo games- Television news- YouTube (primarily vid-eo lyrics)

H&M Advert 1

Icons: •Woman• Tunic•Bathing Suit•Ribbon on her feet• Jewelry•Beach/Sand•Sea• Typographic Elements•Shadow

Veins:(in ascending order)1. Sky2. Sand, water, sea3. Girl4. Bikini Top5. Bikini Bottom6. Tunic and jewelry7. text and H&M Logo

Index: The text: “Matthew Williamson for H&M” and the price & DetailsSymbol: H&M logoName: H&M logoEvaluatioN: GoodPotency: StrongActivity: Active

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7

H&M Advert 2

Icons: •4 women•4 bikinis•Bathing Suit•Sunglasses and small

hand jewelry•Beach/ Sand•Sea• Typographic Elements•Splashes

Veins:1. Sky2. Sea3. 2 women on the right4. Their bikini tops5. Their bikini bottoms6. 2 women on the left7. Their bikini tops8. Their bikini bottoms9. The sunglasses &

jewelry10. splash11. Typographic Elements

& logo

Index: The Price and associated textSymbol: H&M logoName: H&M logoEvaluatioN: GoodPotency: StrongActivity: Active

2

3

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10

11

8

5

6

97

H&M Advert 3

Icons: •3 people - two young

girls and an older woman•Clothing •Shoes• Typographic Element/

logo

Index: NoneSymbol: H&M logoName: H&M logoEvaluatioN: GoodPotency: StrongActivity: Active

7

3

6

12

13

15

14 9

3

3

58

4

Veins:1. Grey background2. Grey Floor3. Older woman4. Her pants5. Her black top6. Her red blazer7. Her shoes8. The little girl on the right9. Her tights10. Her black dress11. Her shoes12. The little girl seated13. her tights14. her top/dress15. her shoes

10

11

H&M Advert 4

Icons: (left)David BeckhamUnderwear(right)David BeckhamTanktopUnderwear

Veins:1. (LHS) Grey background2. David Beckham3. Underwear4. (RHS) Grey background5. David Beckham6. Underwear7. Tank top8. H&M logo

Index: NoneSymbol: H&M logo & David BeckhamName: H&M logoEvaluatioN: GoodPotency: StrongActivity: Active

5

7

3

8

6

2

H&M Advert 5

Icons: GirlTop/sweaterJewelry (bracelets)PursePlate Oysters LemonsIceTypographic elements

Veins:1. Background2. Girl3. Sweater4. Jewelry on her wrists5. Oyster in her hand6. Table7. Purse8. Plate of Ice, oysters &

lemons9. The text and logos

Index: Sac: Euro 149| Jimmy Choo pour” H&M Symbol: H&M logo & Jimmy ChooName: H&M logo Jimmy Choo EvaluatioN: badPotency: weakActivity: passive

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9

3

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6

2

4

H&M Advert 6

Icons: • Man• Typographic elementIndex: “Armybukser 249”Symbol: H&M logoName: H&M logo EvaluatioN: badPotency: weakActivity: Active

Veins:1. Background2. Floor3. Man4. Pants5. Sweater6. Shoes7. “Armybukser 249”8. H&M logo

62

3

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7

8

H&M Advert 7

Icons: • 3 women• Clothing• Shoes • Jewelry• Tables• Chairs• Typographic Elements

Veins:1. Wood

background2. Floor3. Furniture4. The girl on the

table5. Her boots6. sweater dress7. belt8. purse9. The girl on the

left10. Her pants11. Her shirt 12. her boots13. her jewelry14. The girl on

the right15. Her black

dress16. Her

bracelets17. Her shoes18. The table on

the right

Index: Jimmie Choo for H&MSymbol: H&M & Jimmy Choo logoName: H&M logo & Jimmy Choo EvaluatioN: GoodPotency: StrongActivity: Active

7

3

6

10

11

1318

12

15

17

16

14 9

4

5

8

2

H&M Advert 8

Icons: Red Diagonal BarGirl

Index: NoneSymbol: H&M logo Name: H&M EvaluatioN: ActivePotency: StrongActivity: High

Veins:1. White Background2. Red bar3. Girl4. Denim jeans5. White top6. Black and gold jacket7. The H&M logo

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3

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7

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H&M Advert 9

Icons: • 3 women and 1 man• Clothing and accessories• Shoes• LeavesIndex: NoneSymbol: H&M logoName: H&M logo EvaluatioN: GoodPotency: StrongActivity: Active

Veins:1. The Background2. The leaves3. The 4 individuals4. The tights or pants5. The skirts6. The tops7. The jackets8. The scarves9. The accessories10. The shoes11. The H&M Logo

2

6

3

4

1011

5

78

9

H&M Advert 10

Icons: 1 man (wearing clothing and shoes)Index: NoneSymbol: H&M logo Name: H&M logoEvaluatioN: GoodPotency: StrongActivity: Active

Veins:1. White background2. The man3. His shorts4. His checkered shirt5. The beige blazer6. His shoes7. The H&M logo

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Original

Modified

OriginalModified

Original

Modified

Original Modified

Original Modified

Critical

Utopia

Practical

Playful

H&M

Zara

Chanel

Tod’s Longines

Evian

Abercrombie

New LookOld Navy

Adidas (football)

Adidas (Original)

Billabong

Burton

Burberry

Pantene

Nespresso