The story of Haglöfs is one of genuine craftsmanship, attention to detail, and attending to the needs of people who spend most of their time outdoors. It all started with Wiktor Haglöf in 1914. In times of hard work in the forests of Dalarna, equipment was often carried long distances and inspired by the needs he faced, the first Haglöfs backpack was produced. Within 20 years, they went from that first backpack to innovating and producing a full range of outdoor equipment. and since 1914, Haglöfs has been all about this uncompromising dedication to life outdoors.
Haglöfs approached SDL to craft a distinct and forward-looking brand purpose alongside a refreshed brand platform. This included redefining their visual identity to honor the brand's rich heritage while projecting a bold vision for the future. The project is ongoing, in close collaboration with the Haglöfs brand team, with exciting touchpoints set to launch over the next year. From reimagined retail and digital experiences to product integration and global campaigns, this is just the beginning of Haglöfs’ next chapter.
The iconic Haglöf symbol has been refined, and the new wordmark is playing on the tension between the past and the future, between the organic and the engineered. They are not just branding elements for Haglöfs products and services but also embody their legacy, signifying their commitment and pride in Haglöfs brand’s responsibility.
The bespoke Haglöfs typeface (developed with Letters from Sweden) draws inspiration from the typography tradition that emerged at the outset of the 20th century, coinciding with the founding of Haglöfs.
The color palette enables us to create a nuanced, unique identity by playing on the contrast between nature and tech.
The story of Haglöfs is one of genuine craftsmanship, attention to detail, and the needs of people who spend most of their time outdoors. It’s a story of choosing a different path, doing what you believe in, and not being afraid of challenges.
Haglöfs custom numeral typeface is clearly linked to the Haglöfs symbol. It serves as an supplementary asset that enhances and broadens the brand’s technical expression, avoiding excessive use of the symbol.
Separating the Haglöfs wordmark from the symbol unlocks greater flexibility and versatility in product applications, breaking the static monotony of a fixed logotype lockup and allowing for more dynamic and engaging expressions.
Launch event
