Haglöfs

Haglöfs, the Swedish outdoor brand founded in 1914, is built on genuine craftsmanship, attention to detail and connection to outdoor life. The new identity honors this heritage while projecting a vision for the future. A contrast between the organic and the technical drives the identity system. A refined symbol with a new numeral typeface meets typography rooted in the 1980. Color, imagery, and material reinforce this tension across product, packaging, retail, and digital platforms. The identity strengthens global recognition while communicating durability, functionality, and sustainability.