Established in 1973, Hemtex is the leading store of home textile products in the Nordic region with 189 stores in Sweden (where it has the most at 143), Finland, Denmark, Norway and Estonia. Hemtex produces, designs, and/or commissions most of its products, while others are carefully selected from existing inventory. Its range spans everything from towels, to pillows, to curtains in playfully minimalist patterns and simple color palettes. Hemtex recently introduced a new identity designed by Stockholm Design Lab.
The new identity reflects, literally, the fabric of the brand, with the thin lines visually representing strands of textiles weaving to form the name. The visual trick is deceivingly simple, creating a rich texture out of what otherwise would be a bland sans serif wordmark. It's also a great way to fake a three-color mark using only two colors as when the lines hit the solid color they create one more. The rest of the identity matches the products in quiet playfulness and sophistication.
How awesome is the photo above? The products make up the striped X.
Thanks to Sofia Olsson for the tip.