Case Study: H&M achieves a global fashion-forward typographic voice with Monotype’s custom HM Amperserif

H&M builds a global typeface system across 61 countries with Monotype

H&M, a major global clothing retailer, required a custom typographic solution to maintain a consistent and stylish brand identity across all its worldwide communications, from large in-store graphics to small web text. They approached vendor Monotype to design a companion serif typeface that would work alongside their existing custom font.

Monotype designed the HM Amperserif typeface, which provided the necessary flexibility and global reach with support for multiple languages and optimized numerals for pricing. The solution allowed H&M to establish a clear and fashionable visual language for all print and digital environments, ensuring design quality was never compromised for its broad audience. Monotype continues to support the brand by updating the fonts as the business expands.

H&M