Home Fashion Groups visual language and look and feel was built for it to sit as the parent company above Kwantum and Leen Bakker, rather than replacing either brand's own identity. The logo itself is built from four components — Kwantum and Leen Bakker's respective brand colours, combined with Dutch tulip heritage and the silhouette of iconic Dutch canal house facades. Red is the mid point when combining the two brands distinctive primary colours and is used as a “red thread” within the visual language.