Fjällräven Logo PNG
Fjallraven is a famous Scandinavian brand, which specializes in designing and manufacturing of the outdoor activewear and backpacks. The company was estab-lished in 1969 i. Sweden and today it is well known and loved all over the globe.
Meaning and history
Fjällräven is a renowned sports equipment brand, Scandinavia’s premier outdoor label. The name of the company translates as “polar fox” because this predatory animal can survive in the harshest climatic conditions, just as the things created by the brand Fjällräven are characterized by reliability and endurance.
The history of Fjällräven dates back to the 1950s. It was started by Ake Nordin, who at the age of 14 had already designed his own hiking backpack. The backpack proved to be very comfortable and functional, and while hiking in the mountains, many people who met Ake took notice of it. A reindeer herder named Nils Olsson Sarri asked Ake to make him one, thus becoming the first customer of the yet-to-be-established Fjällräven.
Today, Fjällräven is an iconic Swedish brand known for its Kånken backpacks, comfortable outerwear, accessories, and reliable outdoor gear. The brand does a lot to popularize hiking, and the whole policy of Fjallraven is aimed at protecting the environment in all its manifestations. The brand’s products are always made only from environmentally friendly materials.
1960 – 1976
The original version of the Fjallraven logo was designed in 1960 and showed a run-ning fox, which was more an illustration than the brand’s emblem. With the creation of the iconic Fjallraven Arctic Fox, the company gained global recognition.
1976 (prototype)
In 1976 a prototype of a new Fjallraven logo was introduced. The black-and-white emblem featured a stylized minimalistic drawing of a horse, set in thick solid strokes, and a bold two-leveled lettering in a modern rounded sans-serif typeface, with small solid dots drawn on the sides from the bars of both “A”s. The body of the fox in the emblem looks like a crescent, which makes the image more interesting and memorable.
1976 – 2017
The new logo of the brand was officially unveiled later in 1976, with the prototype fully restored yet a new color palette adopted. Both the fox emblem and the bold softened lettering were now set in a bright shade of red, against a plain white background without any colorful accents.
2017 – Today
The Fjallraven visual identity is instantly recognizable across the world due to its bright and unique mascot, which takes the main part of the logo, placed on the left of its wordmark.
The Fjallraven wordmark is set in two levels and written in all the capital letters, ex-ecuted in an extra-bold rounded sans-serif typeface, which looks solid and modern.
The bright red on the white color palette of the Fjallraven logo is a reflection of the brand’s passion and progressive approach to design and production, as the company accents in the quality and materials of its items, and the visual identity help to show it as a reliable and professional one.
Emblem
The Fjallraven emblem, placed on the left of the nameplate, depicts a curled-up fox with a glint in one of its eyes. This symbol was created by Kjell Olsson and became synonymous with the brand.
The playful Fjallraven logo is unique and memorable, it looks cool and fresh, evoking a sense of fun, passion, and energy, the three qualities, the brand values most and aims to bring them to their customers.
