The new and improved HM Magazine. HM is a source for Heavy Metal news with a Christian twist. They discontinued their print magazine, but maintain a consistent online presence and have a dedicated following.
In this rebrand project, I did extensive research and drafting in order to redesign HM in a way that honored their mission and their followers while making it clear who they were targeting. To see HM's current branding, click here. Deliverables included a Website, Mobile App, Instagram feed, Podcast Branding, and a Brand Manual.
HM was rebranded to be Unorthodox and Direct. These words lean into the fact that they target a niche audience: Christians who love heavy music.
Logo
The old Logo for HM is obvious but boring. Nothing about it carries through the brand personality. It is easily mistaken for other letter marks containing similar letters. It is also severely lacking in any creativity.
The new Logo Maintains the H and M from the old logo but it adds new layers of complexity. It is based on a Black letter font as a subtle nod to gothic architecture and literature. It is perfectly balanced with consistent angles and negative space. The stylized nature of it is able to match the general aesthetic of the metal scene.
Proper Use
Improper Use
Website
The landing page of HMmagazine.com is intended to hit home the visual brand. Scrolling down reveals multiple elements that direct the user to different sub-pages.
The rest of the site utilizes minimal stylizing so as to remain clean and legible. This site acts as the main hub for all things HM so it needs to be stylized and usable.
A 12 column system is implemented across the entire website.
Website: Click to enlarge
Mobile App
HM has not previously had a mobile app, but by putting one out they are able to provide more ease of access to their content. Most people have their phone on them at all times and will use it to distract themselves. The HM app will be there for them at all times.
The app is designed using a 12 column structure. It is roughly the same design as the website with a few tweaks for the sake of usability.
Click to enlarge App layout
the BlackSheep Podcast
The BlackSheep podcast is HM’s podcast where they discuss all things metal and Christianity. The original branding was well done so all that was updated was the logo and general series image.
The only graphic to ever appear with the podcast should be the sheep image in gray scale.
Instagram
The HM Instagram serves as a launch pad for the app and website. It is also a location for quick updates. For this reason, the Instagram is less visuals heavy and more focused on the photos and individual albums covers that are being featured.
Merch
Who doesn’t love some good merch? HM’s visual brand is perfectly positioned for some funky metal merchandise. A combination of the logo, slogan, and renaissance imagery culminates into some rad shirt designs.
