Swedish brand Didriksons presents a new brand logo designed by the Swedish advertising agency The Bond. The new logo will be seen on the new styles of the Fall/Winter 21 collection and is derived from simplified angles found in the profile of a jacket, resembling an arrow pointing forward. The three graphic elements are meant to represent the brand’s three core values: Craftsmanship, Innovation and Responsibility, which are balanced by the Didriksons wordmark. With the new logo and other brand-building activities to be launched throughout the year, the company aims to position itself as The Swedish Jacket Brand. Founded in 1913, the company focuses primarily on weatherproof outerwear, particularly jackets and coats.