HMV, short for His Master’s Voice, is a British entertainment retailer whose visual identity has been built around one of the most famous trademarks in music history: a dog named Nipper listening to a gramophone. The mark originated as an 1898 oil painting by English artist Francis Barraud, which was purchased by the Gramophone Company and adopted as its trademark in 1899. The company began using the trademark on British recordings in 1908 and introduced the “His Master’s Voice” (HMV) label in 1909. The first HMV shop opened in London in 1921. [1]
Design and History
HMV’s identity has undergone several significant revisions, each tied to a broader business repositioning. In 2007, as part of a major strategic review announced by CEO Simon Fox, HMV hired brand agency venturethree to lead a rebrand. The work retained the famous Nipper icon but detached it from the company logo, allowing the dog and gramophone to stand alone as an ident. A new lowercase “hmv” logotype was introduced, accompanied by the strapline “get closer,” while the retailer’s pink-and-black brand colors remained. [2] Marketing Week described the move as HMV’s first major image overhaul in more than 15 years. [3]
In 2013, following HMV’s rescue from administration by Hilco in April of that year, the company appointed design consultancy The Council to develop a new brand direction. [4] The Council created a 3D neon pink identity that replaced the flat pink graphic introduced by venturethree. The relaunch, titled “home of entertainment since 1921,” was unveiled in October 2013 with a television advertisement timed to air during The X Factor. [5] Kevin Hill, creative director at The Council, said the redesign was aimed at “clearly announcing” that HMV was back. [6]
After a second administration in late 2018 and a 2019 buyout by Doug Putman, owner of Sunrise Records, HMV’s revival has been marked by a return to its iconic pink-and-black branding, with a renewed focus on vinyl and pop culture. [7] In November 2023, HMV returned to 363 Oxford Street in London, the site of its very first store, which opened in 1921. [8]
Meaning and Symbolism
The Nipper and gramophone image carries a documented origin story. Barraud painted the dog listening to a phonograph, amused by the attentive but confused way his brother’s dog Nipper reacted to the new machine. The painting was titled “His Master’s Voice,” and the initials HMV derive directly from that title. Nipper, described as part fox terrier and part Jack Russell, had died three years before the painting was made; the work was based on a photograph of the dog. The original painting and its copyright were sold to the Gramophone Company in 1898. [9] Nipper first appeared on an HMV record label in 1907. [10]
In 2007, HMV briefly replaced Nipper with Gromit, Nick Park’s animated canine creation, for a three-month promotion supporting children’s DVDs. The image, created by Aardman Studios, was based on the original 1898 painting. HMV marketing director Graham Sim said at the time that the dog and gramophone trademark was “an iconic brand image that is precious to HMV.” [9]
Typography and Design
Documented typography changes are limited to the 2007 rebrand, when venturethree introduced a lowercase “hmv” logotype. Billboard reported that this logotype would change for some campaigns and promotions, indicating a flexible approach to the wordmark. [2] The 2013 identity by The Council shifted from the flat pink graphic to a 3D neon treatment, though specific typeface details have not been publicly documented. [5]
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
