Logo Challenge: Go for hike and enjoy an Älg Bar in Jämtland

24 Sep Logo Challenge: Go for hike and enjoy an Älg Bar in Jämtland

Excerpt: www.lesberlinettes.com | Amandine Hach

Photo: Johannes Andersson | Unsplash

If one animal is famous in Sweden it is the moose. While it is a wild animal and there are more moose in Sweden than in any other countries, it is still difficult to find them in the wilderness. If you would like to see a moose, you might want to visit the Moose Garden. It was created in 1997 by the Häggmarkt family who rescued two moose calves whose mum died in an accident. Indeed, moose calves can’t survived in the wilderness alone so he tammed them and created the moose garden where people can visit the moose, feed them and go on a walk with them. Super cool to be able to see those animals from so close.

Amandine Hach, www.lesberlinettes.com, 2019

The Narrative

Jämtland is a historical province in central Sweden. Today most attractions involve outdoor activities, such as hiking, observing wildlife, skiing, and soaking up fresh air. The territory was an independent republic before being conquered by Norway in 1178.

Historically, Jämtland has been shared in various ways between Norway and Sweden — exchanging hands more than 13 times. The province’s coat of arms depicts a moose being attacked by a hound from the west (Norway) and a falcon from the east (Sweden).

The oldest settlement of Jämtland is thought to be Foskvattnet, a neighbor of the coastal Norwegian culture of Fosna–Hensbacka. This settlement has been dated to 6600 BC. Understandably, many of these settlements have been found near the coastline in close proximity to shelter and natural resources.

In Jämtland the moose was the dominant prey, which is clearly shown on petroglyphs and rock paintings.

It is thought that the name Jämtland derives from the Swedish jämt or German jämnt meaning ‘even’; however, over time, the constant movement of glaciers has risen the terrain higher and higher, now reaching the highest altitude of 1728 meters above sea level.

The Challenge

Develop a clever brand that both embraces the rich history of Jämtland and connects the outdoor lifestyle experienced by its residents and guests.

Imagery

The Result

Älg Bar’s imagery showcases the outdoor appeal of Jämtland by featuring a notable wildlife creature, the moose. The lettering also ‘shifts’ from thin to thick lines, while blending into each other — symbolizing the constant transformation of the landscape, but the region’s national identity.

What better way to enjoy Jämtland’s beauty than to go for a hike and bring along a few granola, nut bars for your enjoyment.