A new brand identity, as it should have always been

Client BK Häcken

Industry Football

Founded 1940

Location Gothenburg

BK Häcken is a Swedish premier league football team founded in 1940 that firmly established itself among the elite teams in the early 2000s. In 2012 we helped the club redesign their crest – arriving at a shield that matches the strong history and modern attitude.

1571308208 brandwork case bkh 1 2x

Challenge
The old symbol for club was a common winner of the “ugliest crest in the country”-contest – there was little to lose and much to gain from a redesign. The hardcore fans of the club preferred an even older symbol: a crest from 1940 with a turn of the century, Art Noveau-inspired look.

Insight
The way to go is to embrace the history of the club and it’s origins in the 1940s – half a century younger than most of the competing clubs, and as much older than the recent newcomers. A redesigned version of the shield could feel right to the old fans and become a solid foundation to strengthen the fan base.

Solution
We redesigned the shield with the ambition to make it feel modern but not new – what it should have looked like all along. The shield got a more athletic shape and a more balanced diagonal. Black and yellow stripes were added to make the connection to they players’ very recognizable striped shirts. The typography is modern and clear.

Results
The new shield is instantly identifiable as BK Häcken. And we didn’t have to run for our lives from the presentation to the fans – they loved the new crest. Within 24 hours of launch a proud BK Häcken fan got the first tattoo of the new shield made.

1571315632 hackenskold formdarkloop1618x1011
1572943780 brandwork case bkh 2 2x
1572943780 brandwork case bkh 2 2x
1572943780 brandwork case bkh 2 2x

The way to go is to embrace the history of the club and it’s origins in the 1940s.

1571316447 brandwork case bkh 4 2x

The shield got a more athletic shape and a more balanced diagonal. Black and yellow stripes were added to make the connection to they players’ very recognizable striped shirts. The typography is modern and clear.

1571318705 brandwork case bkh 5
1571318751 brandwork case bkh 6
1571318810 brandwork case bkh 7
1571318845 brandwork case bkh 9