Scandinavian fashion brand Kappahl has revealed a new logo design as part of a visual identity refresh.

Founded in 1953 in Gothenburg, the Kappahl Group is a major fashion chain in the Nordics, with around 370 stores.

The company’s new look is said to mark the beginning of “a major transformational journey”, which is rooted in an all-new brand strategy that is aimed at turning the Swedish firm into “a more values-based brand”.

“Kappahl is entering a new phase in its history. Many areas of Kappahl will change and develop over the coming years. Our goal is to create inspiring customer experiences every day,” comments Kappahl’s CEO, Elisabeth Peregi.

For some time the fashion chain claims to have been working internally to ready itself for more growth, on new markets, in new channels, and with new brands. These preparations have been made in part with the help of dialogue with the chain’s chosen target groups.

“Over the past year, we have drawn strength from conversations with our customers, which has allowed us to develop our brand and position. This work has made the Kappahl team stronger and even more goal-driven,” says Peregi.

To signal the start of this transformation, the brand has developed a new visual identity, of which its updated logo is a key element.

“Our heritage is unique. That is why we have analysed our graphic design history and drawn inspiration from Kappahl’s confident ’70s look. Round, geometric, assertive shapes and a slightly heavier typeface re-create that same visual character, without taking too big a step away from where we are today. We have also developed a unique typeface (Kappahl Type), which is based on the logo’s basic shapes,” explains Madeleine Ahlström, marketing manager at Kappahl, who was involved in developing Kappahl’s new brand strategy.

Kappahl is also streamlining and modernising its logo by removing the upper-case “A”, which formerly served as a nod to the chain’s founder, Per-Olof Ahl.

“The new logo represents the future Kappahl. It is a first signal to our customers – and the rest of the world – of everything that is going on at Kappahl,” asserts Peregi.

Kappahl’s new brand strategy and design have been developed in collaboration with Stockholm-headquartered branding consultancy, Lynxeye.

Source: Kappahl