2000A New Logo by GRID

The ambition was not to change the identity of the historic symbol, but to make it cleaner, stronger, and more recognizable – ready for a new era of international growth.

There was also a practical reason for simplifying the design: Norrøna wanted a logo that could be embroidered directly onto selected products. By making the Birkebeiner more distinctive and visible on the garments themselves, the logo could travel with Norrøna users into the mountains and become a stronger symbol of the brand out in nature.

Reducing the visual complexity while preserving its historic character gave Norrøna a bolder and more versatile identity across products, stores, communication, and international markets – and marked another important step in making design a fundamental part of the Norrøna brand.