This is not Helvetica Neue. It is a custom drawn typeface for H&M called HM Ampersand.

It looks like it is based on News Gothic/Trade Gothic, but more geometric. Benton Sans is a contemporary take on the genre.

Another face with traces of both geometrics and grotesques is Graphik.

Ah thanks! Is there a way to buy or get this HM Ampersand font? It just looked similar to Helvetica Neue thin/ultralight to me which are the two weights that I like the most of that font. Thank you for answering asking here is better than anywhere I've asked before about fonts. I really appreciate it, thanks! I actually have so many fonts I want to identify. Thanks again!

I believe this is developed exclusively for H&M, and not available for sale and/or downloading.

Ah I see. Do you know of any fonts that have a similar round punctuation marks or similar style to the HM Ampersand font? Thanks.

I already mentioned Graphik. It has a lot of similarities, although it is based on the European Neo Grotesque genre — whereas HM Ampersand is based on its American counterpart: the Gothic.

Graphik also have a wide selection of weights, and here’s a list of extra light Gothics/Grotesques.

I do not know of any News Gothic/Trade Gothic variants with round tittles and punctuation.

Thank you! Do you know how or what I would type to search for typefaces that are related to what HM Ampersand is based on? Would it be categorized as American Gothic, the Gothic? Or what would I call that style? Your help was greatly appreciated!

I think I’ve given you plenty of pointers by now :) Go do your own homework!