# HEMA new logo (2009)

> HEMA launched a new logo in 2009. HEMA, the Dutch variety store chain, replaced its crimson HEMA wordmark with a blue underline with the name in white capitals inside a bright red square, the logo it has used since 2009.

## Key facts

- Brand: HEMA
- Launched: 2009
- What changed: HEMA, the Dutch variety store chain, replaced its crimson HEMA wordmark with a blue underline with the name in white capitals inside a bright red square, the logo it has used since 2009.
- Industry: Retail
- Logos: https://rebrandlog.com/logos/hema-2009/before.png (before), https://rebrandlog.com/logos/hema-2009/after.svg (after)

## The rebrand, explained

HEMA is a Dutch chain of variety stores. Its history page says the first stores sold goods at fixed low prices of 10, 25 and 50 cents, an idea inspired by unit-price stores in the United States and the United Kingdom.

The same page shows six HEMA logos used between 1926 and today, with periods from 1926 to 1956, 1956 to 1977, 1977 to 1991, 1991 to 1993, 1993 to 2009 and 2009 to now. It describes the current logo as a red square with the name HEMA in white letters and says it has been in use since 2009. The page names no design studio.

The 1993 logo in HEMA's history is the name HEMA in crimson capitals with a thin blue line underneath. The current logo on HEMA's site is the name in white capitals set inside a bright red square with slightly rounded corners, and the blue line is gone.

In short: In 2009 HEMA moved from a crimson wordmark with a blue underline to white letters in a red square.

## Sources

- https://www.hema.nl/geschiedenis/hema
- https://www.hema.nl/

## Cite this

Rebrand Log, "HEMA new logo (2009)", https://rebrandlog.com/rebrand/hema-2009/, last updated Nov 1, 2026.