Mora IK, the Swedish ice hockey club based in Mora, Dalarna, presents a visual identity built around a central principle stated by the club itself: tradition should meet the new and modern. The club’s official logotype page describes the logo as its most important identity carrier, to be used consistently so it always communicates with the viewer in the same way.[1]
Design and History
Mora IK was founded in 1935.[2] The club’s colors are documented as red, white, and green.[3] The town of Mora is closely associated with the Dala horse (Dalahäst), a traditional carved wooden horse figurine that originated in the villages around Mora and has become a symbol of the town and of Sweden more broadly.[4]
The club’s official logotype page emphasizes that the guiding thought in Mora IK’s graphic profile is that tradition should meet the new and modern.[1] The club offers its logotype for download in EPS and JPEG formats from its official website.[1]
Logo databases document that Mora IK has used a crest-style mark in its league appearances, with records showing the club’s logo in the Swedish Elitserien from 1975 to 2008 and in the Swedish Hockey League from 2017 to 2019.[5][6] These sources confirm the club’s participation in top-tier leagues with an identifiable logo but do not provide detailed design history.
Meaning and Symbolism
The club’s official logotype statement does not provide a detailed explanation of individual symbols within the mark. However, the stated design philosophy that tradition should meet the new and modern indicates that the logo is intended to bridge the club’s heritage with a contemporary presentation.[1]
The Dala horse connection is significant to the town’s identity. The Mora municipality describes the Dala horse as a symbol not only for Mora and Dalarna but for all of Sweden, with its origins in the village of Nusnäs within Mora municipality where it is still produced today.[7] The traditional Dala horse is painted bright red with details and a harness in white, green, yellow, and blue.[8] These traditional colors align with the club’s documented red, white, and green palette.[3]
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
