Helly Hansen is a Norwegian brand from Oslo. It is created in 1877 by Captain Helly Juell Hansen. It specializes in sportswear and footwear for a wide range of purposes – from casual to extreme.
Meaning and History
The original design label of the company has adorned branded products almost since its inception. It has a clear link to the owner, so the logo uses two capital letters of his first and last name.
In 1914, after the founder’s death, the brand underwent a serious rebranding, which did not affect the trademark. The new owner – Levy Helly Hansen – is the successor of his father’s business and has the same initials in his full name. Therefore, they decided to leave the combination of the two HHs, as they are strongly associated with the company.
As conceived by the designers, such a logo is simple, inspiring confidence among buyers of all social strata and ages. It instills confidence in the highest quality, reliability, and durability, which is very important for those associated with extreme sports and being in difficult conditions.
Font and Colors of the Emblem
The label consists of a title in two forms – full and abbreviated. The name and its abbreviation are colored white and enclosed in a bright red rectangle. This palette reflects the emotionality, energy, dynamism, and strength inherent in buyers’ target group.
A thin line dividing the central HH diagonally also conveys dynamics. This design trick is used for a powerful visual identity. All words are capitalized in bold sans serif type. They are graphically designed with sharp angles that emphasize pressure and stability.