15/07/2025
With over 18,000 products, Hama is one of the world’s leading manufacturers and distributors of smartphone, smart home, smart-wearables, audio hi-fi, TV, computer, photo and video accessories. The company employs around 2,500 people at 20 locations worldwide, including 1,500 at its headquarters in Monheim, Bavaria.
Like many companies, Hama is reacting to changing market conditions and user habits. After replying on fixed-location sales via retail partners for years, Hama is looking to expand and develop their online retail presence and become a direct-to-consumer business. As a result, the brand is to be transformed into the foundation for future growth.
For over 2 years, we worked with trusted agency partners alongside the team at Hama on an extensive modernisation project, empowering its transformation into a brand ready for the future.
The key idea of diversity coming from the enormous product range enables the brand to live up to its brand core of enriching peoples everyday’s lives.
The revised logotype represents the new as well as the traditional. The modified “h” created a more distinct and dynamic appearance.
By keeping the slanted italics, removing the connecting stroke and opening up the double-storey “a”, we crafted a fresh, new trademark that is formally contemporary, yet characteristically reminiscent of the original trademark.
Diversity is one of the overarching brand attributes. It is expressed through an extensive colour palette offering countless combinations and variable proportions. The colour system makes it possible to design for specific target groups, channels or touchpoints while maintaining brand recognition.
The logo, headlines and texts also work with the new colour palette, and follow the guidelines for colour contrasts to ensure accessibility.
The colour system is also applied to set dressing, lighting and wardrobe, incorporating the same rules and proportions into photography and film to create a consistent visual expression.
Since the colour groups do not directly correspond to specific products or themes, new colour combinations can be selected for each project.
