BK Häcken, the Swedish football club based on the island of Hisingen in Gothenburg, uses a shield-shaped crest built around the club’s yellow and black colors. The club was founded on August 2, 1940, and its men’s team competes in Allsvenskan, Sweden’s top football league.[1]
Design and History
BK Häcken’s current crest traces its roots to the original shield drawn at the time of the club’s founding in 1940. Ahead of the 2013 season, the club presented a developed and modernized club emblem based on that original shield.[2] The redesign was carried out by the design and communications agency Brandwork, whose team included creative director Viktor Ehrenberg, Jan Eneroth, Dan Persson, and Arijanit Roci.[3]
Brandwork gave the emblem a more dynamic form and a stronger identity through the characteristic yellow and black stripes.[2] The most significant change in the new mark was the removal of the two characteristic footballs that had been part of the crest since 1977.[4] The club’s marketing manager at the time, Marcus Jodin, said the club wanted to build on its history and its role as a challenger when developing the new mark.[2]
In 2024, the club released a jubilee jersey celebrating the 100th anniversary of Allsvenskan and the club’s first Allsvenskan season in 1983. The jersey featured the classic logo on the chest, and the club noted that the earlier club logo was also printed within the new one on the 2024 shirt, a deliberate way to connect present and history.[5]
More recently, the design agency Ojity has described work on a new crest for BK Häcken, stating that the design was a deep dive into supporter culture and that they created something entirely new while making it feel as though it had never changed.[6]
Meaning and Symbolism
The club’s colors, reflected in its crest and kit, are yellow and black.[7] The club itself refers to its community as the “yellow and black family” in its membership materials.[1] The 2013 redesign emphasized the yellow and black stripes as the core visual element of the identity.[2]
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