Koeweiden Postma


The project

The new HEMA logo comes in various colours and can be with photography for applications on packaging materials and products. The simple grid that was developed for the company’s visual identity unifies the entire range of communications elements. Completely in line with HEMA’s core positioning: ‘special simplicity’.


A brand-for-all that knows how to distinguish itself through design. An excellent example of superior brand maintenance, never just safe or boring, always a metre or so ahead of the spirit of the times, which is just enough. Rather Dutch.

— A metre or so ahead of the spirit of the times.

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