The story of our logo
From napkin sketches to global recognition -
this is how our logo came into being.
Hillman claims it was his idea and is supported by Olsson. Åke, would insist it was he who gave the coiled fox its cunning look. Whatever the truth, the logo has enjoyed rare success.
In 2009 Fjällräven won the prestigious Signumpriset, an annual award made to the Nordic company judged to have best fostered its brand. Past winners include Volvo, Bang & Olufsen, Carlsberg and Absolut Vodka. The Signumpriset jury said Fjällräven had demonstrated how a strong brand identity can drive a company’s success over a period of many years, praising Fjällräven for its loyalty to the Arctic fox logo and for resisting the temptation to modernise it.