IF Troja-Ljungby is a Swedish ice hockey club based in Ljungby, founded on 22 March 1948. The club’s visual identity centers on a rearing horse emblem, a motif that traces directly to the organization’s founding story and has remained a defining element of its crest ever since.
Design and History
The club’s name and emblem both originate from a single incident at its first board meeting. According to the club’s official history, a wallpaper roll fell from a shelf during the meeting, which was held in the warehouse of Stig Forsberg’s chemical store. The roll’s label read “Trojatapeten” and featured an emblem of a rearing horse. The founders adopted both the name Troja and the horse emblem for the new club.[1] The same account is repeated in the club’s official brand manual, which notes that the organization’s name, IF Troja-Ljungby, has its origins in 1948 when the club was inspired by a wallpaper roll depicting a horse.[2]
The rearing horse in the club’s mark attracted attention beyond Sweden in 2004. Italian car manufacturer Ferrari filed a complaint with the Swedish Patent and Registration Office (PRV), claiming exclusive rights to the rearing horse as a trademark and arguing that the hockey club’s use constituted infringement.[3]
Meaning and Symbolism
The club’s official graphic profile states that the logo has a long history that should be cared for with care. The red color symbolizes strength and warmth, qualities the club wants IF Troja-Ljungby to radiate.[4] The club’s colors are red and white.[2]
Typography and Design
The club’s graphic profile emphasizes the importance of the logo’s typography. The text is set in capital letters, which the club states gives a powerful and clear impression.[4] The brand manual specifies that the club name TROJA is written in capital letters.[2]
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