A beautiful evolution, Tiger of Sweden
Tiger of Sweden is entering a new era in contemporary tailoring with a new logo to usher it in.
“Our new visual identity has been created in close collaboration between the Antwerp-based design studio A New Archive and our Creative Director Christoffer Lundman. The new logo is based on archive findings. The tiger mark is a revived version of an emblem used on the original range of ‘Tiger’ suits, first produced in 1926. The unique new font is drawn up from a 1960´s marquee, holding that same Roman feature as letters typically used on official Swedish buildings, papers and coins. All this is a way of paving the way for our future whilst also paying an homage to our past; 115 years of tailoring heritage.”
I'm in love with the new mark (top), but I'm most excited to see that they continue to celebrate their past with archive imagery from years before."