Didriksons has unveiled a new brand logo, designed by the Swedish advertising agency The Bond. The new logo will be first seen on the Swedish outerwear company’s new styles for the autumn/winter 2021 collection. The logo, which has not yet been adopted for the brand’s website, is inspired from the 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. It changed ownership three years ago.