When the road ends the fun begins.

Introducing Craft Trail, we tap into our Swedish heritage of following the course of nature. An approach that allows you to push further and go where only the dedicated choose to go.

The main symbol is inspired by the Swedish nature. It represents a "fjäll", a typical mountain peak in the Scandinavian mountain range the Scandes, rather than a place you'd find in the Alps or the Rockies. The symbol is a polygon drawing with a very technical look, well suited for Craft's thechnical sportswear.

The logotype is strong enough to be used in almost any color combination imaginable. This is key in Craft's approach to trends, enabling different color schemes for different seasons. The logotype can be used with one or two colors.

In addition to the logotype we also made a tagline for the Craft Trail concept, referring to the Swedish luxury of having nature close by. Most Swedes won't have to run far to get access to the more challenging trails and paths of the forests. Much more fun than running on flat tarmac.

We also broke the logotype down into different bits and pieces. Each piece has its own area of use - to create patterns, use as image holder or to expand the visual language of the Craft Trail concept.