Made Thought has created a new identity for Swedish furniture company Hem. The new system uses outlines of popular Hem products—a pendant light, a stool, and a chair—as shapes that represent product categories. The same shapes serve as frames for content and as simple graphics.
A vibrant color palette expresses the playful nature of the brand. "We wanted to create an identity that stood apart from the more expected visual codes of control and precision and instead focus on expressing Hem's personality and character, to create a visual language that was engaging, personable and unexpected," says Garrett Duncan, strategy director at Made Thought.
At this writing, Google is hinting at a new Gmail logo that drops the dimensional envelope container and brings its identity much more in line with other Google services, such as Chrome and Google Maps.
Like the other logos in the Google suite, the new Gmail sample is much more rounded, is dimensionally flat, and is predicted to carry the traditional brand colors of red, blue, yellow, and green.