Fjallraven Logo PNG
The Fjallraven logo is one of the most memorable. It looks like a bright, colorful image, almost as if taken from a cartoon, and it sticks in the memory for a long time. The Scandinavian company achieved an impressive result by featuring its mascot in the first version of its brand identity. The brand quickly gained customers’ trust by using this image and offering high-quality outdoor products. The original logo was key in establishing the company’s strong and positive image.
It is often said that the fox, so brightly and carefully depicted on the logo, became a symbol of the brand’s success. However, there were many other reasons to praise Fjallraven. The modern logo fully affirms the brand’s reliability, remaining vibrant, original, and strikingly beautiful. But if we look back at previous versions, we can see that the current logo is a refined, more thoughtfully designed version of its predecessor. It avoids excess, with each element conveying important information, highlighting the company’s balanced and well-considered approach to its identity.
Fjallraven: Brand overview
The history of Fjällräven began in 1960 in the small Swedish town of Örnsköldsvik. Åke Nordin, a young entrepreneur and avid outdoor enthusiast, founded the company. Nordin came up with the idea for the brand during his teenage years when he frequently went hiking and became frustrated with the camping gear available at the time.
Nordin’s first product was an innovative backpack with an aluminum frame, which was much more comfortable and practical than the traditional designs of the time. He first designed it at 14 and refined it during his military service.
At 23, Nordin officially founded Fjällräven, which means “arctic fox” in Swedish 1960. The early production took place in the basement of his family’s home. Nordin sewed the backpacks and sold them directly to customers and small retailers.
The company’s first commercial success came in 1964 with the introduction of the Thermo tent. Due to its strength and lighter weight compared to other options, the tent gained popularity among hikers and mountaineers. This success allowed the business to increase production and begin developing new products.
In 1968, the brand launched the now-famous Greenland jacket. Originally designed for an expedition to Greenland, the jacket quickly became popular among outdoor enthusiasts. It was made from the durable G-1000 fabric, which is still a key material in the company’s products today.
The 1970s saw rapid growth, expanding the product range to include tents, sleeping bags, and other outdoor equipment. In 1978, the company introduced the iconic Kånken backpack, designed as a school bag for Swedish children. It quickly became popular with children and adults, becoming a symbol of Scandinavian design.
In the 1980s, the company began its international expansion, first establishing operations in Germany and later expanding to other Scandinavian countries. As the brand gained recognition, it became associated with durable, well-fitting outdoor clothing.
The 1990s brought further growth in both product lines and geographic reach. The company introduced a wider range of clothing, including pants, sweaters, and jackets suited for various weather conditions. It also expanded internationally by opening offices in the United States and other countries.
2001, a major development occurred when the brand became part of the Fenix Outdoor AB group. This partnership provided additional resources and expertise, supporting its continued growth and innovation.
In 2005, the business celebrated an important milestone by introducing the Fjällräven Classic, a hiking event in Swedish Lapland that quickly gained popularity. Combining elements of a festival and a hike, the event soon expanded to other countries.
In 2008, the brand introduced the Eco-Shell clothing line, which blended environmental consciousness with practical design and reflected the company’s growing focus on sustainability.
The 2010s were a time of growth and innovation. The brand expanded its range with new backpacks, clothing, and equipment. In 2013, the company launched Fjällräven Polar, an Arctic dog sled adventure, which became another iconic event for the business.
2015, the company celebrated its 55th anniversary with a special collection inspired by some of its most iconic products. The collection succeeded, showing that the company’s designs remain timeless.
2018, the brand introduced the Bergtagen line, designed for mountaineers and professional guides. This showcases the company’s ability to create advanced technical clothing for demanding environments.
Despite global challenges in 2020, the company continued to grow. As consumer behavior shifted, it increased its online presence to adapt.
In 2021, the business launched the Tree-Kånken, a new line of backpacks made from an innovative wood pulp material, further demonstrating the brand’s commitment to sustainability and innovation.
In 2022, the company celebrated the 60th anniversary of the Kånken backpack with a special collection that delighted fans.
By 2023, the brand had established itself as one of the world’s leading outdoor clothing and equipment manufacturers. The business continued to expand internationally through online sales and opening new locations.
Throughout its history, the company has stayed true to its core mission: creating practical, durable, and stylish outdoor gear for enthusiasts. From the original aluminum-frame backpack to today’s innovative collections, the brand continues to push boundaries while maintaining its distinct Scandinavian style and dedication to quality.
Meaning and History
What is Fjallraven?
This Swedish outdoor gear manufacturer gained worldwide recognition for its adventure products and urban clothing. The brand, with its recognizable Arctic fox emblem, combines durability and performance with the elegance of Scandinavian design. The Kanken backpack, created as a school bag, has become a global fashion statement. The product range includes durable clothing, accessories, tents, and sleeping bags designed to withstand the harsh conditions of the northern climate while remaining stylish. The brand has earned a loyal following among environmentally conscious consumers due to its use of sustainable materials and ethical production methods.
1960 – 1976
Against the backdrop of its successors, the first logo stood out for its uniqueness and original appearance. It represented a combination of image and text unified in a single concept, and it was difficult to definitively determine which of the two elements held the primary position in the identity.
The image was placed on the left and rendered black on a white background. This graphic element consisted of three parts. In the foreground was a cat whose outline bore a clear resemblance to the body structure of a fox. It was depicted in motion, giving the logo liveliness and dynamism. In the background were two landscape scenes: mountains and a rising sun. These symbols represented the brand’s ascent to the peak of popularity. The three graphic elements blended so harmoniously that they were often perceived as a whole.
The brand name, placed to the right of the image, also added to the logo’s dynamism. A special italic font was chosen to emphasize the company’s growth, offering backpacks and a wide range of outdoor products. The text was arranged diagonally, starting from the lower left corner and rising upwards, symbolizing the brand’s growth, unity, and reliability. Notably, the letters were connected rather than separated, adding extra expressiveness to the logo. Two small elements above the letters “a” resembled birds soaring in the sky, evoking a sense of lightness and freedom.
1976 (prototype)
In 1976, a logo was introduced that lasted for nearly half a century, serving as the foundation for all subsequent versions. Although it would change over time, adjusting colors and certain details would forever retain its key elements: the company’s values and reliability. The mascot, a carefully drawn fox, seemed to guard the logo and accompany the brand on its path to success.
This logo stands out because the graphic image and text are balanced, playing equally important roles. The color scheme remains classic: black illustration and text stand out against a white background, creating a clean and formal composition. The height of the drawing and the letters, now arranged in two rows, are almost identical. The brand name is split into two words for the first time, marking a departure from tradition and introducing new elements into the company’s identity, founded in 1969.
As the brand’s mascot, the fox is depicted in a calm, peaceful state. It is motionless, curled up, as if observing everything around it. The illustration is soft, but the sharp angles give the image clarity and structure. One key element that makes the logo unique is the fox’s slightly open eye, which creates a friendly impression and sparks curiosity in the audience.
The text block has become more expressive. The bold font gives each letter stability and confidence. Above the “A” vowels remain the so-called “attention magnets”—four bold dots highlighting the logo’s uniqueness and drawing attention to its details.
1976 – 2017
In 1976, the Fjallraven brand also introduced its logo in a new color variation. Despite the apparent consistency of all elements, the drawing and text, now rendered in red, stood out vividly against the white background. Some details gained a distinct individuality. For example, the animal’s eye became slightly smaller, adding more playfulness and mystery to the image.
Some consonant letters were slightly thicker and wider while maintaining clarity and proportion. The red dots above the vowels retained their original size, remaining an important logo element.
The change in color palette was a significant step for the brand. Red is traditionally associated with love, but in the brand’s interpretation, it symbolizes originality and a passion for outdoor activities. The red letters and fox appeared bold yet elegant, enhancing the visual impact. This color scheme significantly increased the brand’s recognizability, helping the logo stick in the minds of a broader audience and strengthening its connection to the brand’s values.
2017 – today
Another version of the logo was introduced in 2017. The brand’s identity remained vibrant and appealing, but now it is perfectly aligned with modern trends.
The logo underwent several changes, enhancing its individuality and emphasizing its contemporary look. The white background and red color used to fill the letters and drawing remained, but the image became more graphically refined and elegant.
Two key changes stand out. First, the fox’s eye became noticeably larger, with a more defined triangle-like shape. This shape was also applied to the ears and outer parts of the animal’s body, giving the fox a sharper and more dynamic appearance. Second, the gap between the fox’s head and body increased, adding lightness and space to the logo.
The text also saw changes. The width of the letters in the two words increased, giving the logo more stability and prominence. The letter “J” had a unique appearance: its lower part became elongated and rounded, adding a distinctive individuality.
Today, the logo remains unchanged and is the brand’s signature, associated with high-quality outdoor products. Fjallraven has proven its reliability throughout its existence, gaining worldwide popularity and solidifying its reputation as a manufacturer of premium-quality goods.