HEB Logo


“We’ve got everything you’re looking for,” says the HEB logo. Active work, an impressive list of goods, friendliness, and speed of service are encrypted in the emblem of supermarkets. The letters exude freshness and a desire to improve the world around us.

HEB: Brand overview

Founded:November 26, 1905
Founder:Florence Butt
San Antonio, Texas, U.S.
H-E-B Grocery Company, LP is a family-owned and operated food retailer. With more than 340 outlets, the chain was ranked among the top 10 largest privately held organizations by Forbes, the U.S. business magazine. It received this honor in 2020 thanks to record revenue from the previous reporting period. Some of the money is regularly sent to charities. In addition, the firm has spent huge sums to operate without cash registers, replacing them with mobile apps or self-service systems.

Meaning and History

HEB Symbol

At the head of H-E-B has always been the Butt family. First, it was Florence who opened a small grocery store in 1905, for which she donated the first floor of her house. When her son returned from the war, he took over the family business, but he only managed to increase the number of outlets in 1927. A few years later, the department stores were called H-E-B – after the initials Howard Edward Butt. C.C. Butt Grocery Store, established by Florence, was incorporated and renamed to match the new branding.

Early H-E-B marketing campaigns attracted many customers because Howard organized giveaways ranging from coins and chickens to money, mink coats, and cars. Such advertising was used in the early 1930s. In the 1950s, the chain had its bakeries, drugstores, butchers, and fishmongers. However, it did not sell alcoholic beverages because Howard was a follower of Baptism.

As of 2021, the company had more than 340 locations. They are operated by the billionaire Charles Clarence Butt, who became president in 1971. The well-known philanthropist uses the family business to donate 5% of the proceeds to charity.

All H-E-B supermarkets share a common identity based on a recognizable logo. It is a wordmark designed in the form of a red sign with white lettering. In the center is the actual name of the network, and judging by the old-fashioned typeface, the design was invented a long time ago, or modern graphic artists stylized it to fit a bygone era.

The word “H-E-B” is placed inside a rectangle, which looks like an oval because of the round sides. Its interior is entirely red, and two thin lines, white and red, are drawn along the edge. Despite the two-part outline, the visual sign looks very simple and has a 2D design. Designers did not add fashionable nowadays gradients, so the symbol is available only in one version.

HEB: Interesting Facts

H-E-B is a well-loved supermarket chain from Texas, known for quality, community work, and innovation. It has won the loyalty and respect of customers in Texas and in other areas.

  1. Beginnings: Starting as a small store in Kerrville, Texas, in 1905 by Florence Butt, H-E-B was later expanded by her son, Howard E. Butt. It’s now one of the largest independent food retailers in the U.S.
  2. Local Focus: H-E-B strongly supports local farmers and suppliers, offering a vast selection of products made in Texas. This helps the local economy and ensures customers get fresh, quality products.
  3. Helping Communities: The company is known for its quick response to natural disasters, providing essentials and aid to affected communities. Its mobile kitchens and disaster relief units often arrive first after hurricanes and floods.
  4. Different Store Types: H-E-B tries out various store formats, such as H-E-B Plus! for a broader range of products and Central Market for upscale organic and fine foods, catering to diverse customer needs.
  5. Green Efforts: Committed to the environment, H-E-B has initiatives to lessen its environmental impact, including recycling, energy-efficient designs, and the “Bag Sack” program to reduce plastic bags.
  6. Employee Ownership: Employees partly own H-E-B through an Employee Stock Ownership Plan (ESOP), creating a strong company culture and employee loyalty.
  7. Supporting Education: With its Excellence in Education Awards, H-E-B supports Texas educators and public school professionals, showing its commitment to improving education.
  8. Private Labels: H-E-B’s private label brands, such as H-E-Buddy for kids and Central Market organics, match or exceed national brands in quality, earning a dedicated customer base.
  9. Tech in Shopping: H-E-B adopts technology to improve shopping, offering curbside pickup, home delivery, and mobile apps for a personalized shopping experience.
  10. Cultural Diversity: The store caters to Texas’s diverse cultures, offering a wide selection of international and Texan foods, especially Latin American cuisine.
  11. Primo Picks: Through its “Primo Picks,” H-E-B showcases unique and innovative products, from gourmet foods to limited editions, that customers might not find elsewhere.

H-E-B is a well-loved supermarket chain from Texas, known for quality, community work, and innovation. It has won customers’ loyalty and respect in Texas and other areas.

Font and Colors

HEB Emblem

More than one generation of shoppers is familiar with the H-E-B sign. It can be seen in all supermarkets, which are part of a chain. Although it may seem outdated, it has an important advantage: the consistent logo makes stores recognizable and differentiates them from their competitors.

The letters in the “H-E-B” lettering have a non-standard design because their top is wider than the bottom. The side strokes of the “H” are not strictly vertical but at an angle, and they are directed in different directions. The bottom horizontal line “E” is shorter than the top but longer than the one in the middle. The “B” is also asymmetrical: its halves are the same shape but differ in size. The font looks like a bold grotesque, although it is more like a set of individual glyphs.

The color combination of red and white is used to attract attention. Moreover, red encourages shopping, while white symbolizes light and purity, evoking subconscious trust in the supermarket chain.

HEB color codes

Pigment RedHex color:#ee2824
RGB:238 40 36
CMYK:0 83 85 7
Pantone:PMS 187 C