New Stockholm Logo

The Evolution of a Logo: Same DNA. A sharper lens.

3:00pm GMT+2, Stockholm, Sweden.

For YAGYA, evolution has never been about starting over. It's about building on what's already there.
When we introduced our second logo symbol in collaboration with print designer Florentin Bodet of Ettore Studio, it marked a defining moment for the brand. A contemporary evolution of the YAGYA wordmark that honored our Scandinavian roots while pushing boldly forward. That chapter was about refinement. This one is about expansion.

The Stockholm Collection is a sport-forward expression of YAGYA's design language. Rooted in the same Scandinavian values our customers know, interpreted through a more athletic, sport-driven lens. Technical silhouettes. Purposeful cuts. A sharper focus on movement. It launches alongside our established collections in SS26, a parallel line, familiar in values and distinct in expression.

"The foundational ethos of Yagya never changes. It simply builds upon itself."

And with it comes an expansion of our logo, a symbol created specifically for this collection. Minimal by design, intentional by nature. A mark that doesn't ask for attention but commands it quietly. The same confidence YAGYA has always carried, refined for movement.

"The mark had to feel at home next to the wordmark, not competing with it. Two voices, one language."

Working with Bodet again felt like a natural continuation of what we had already started together. The Stockholm Collection called for something new within the YAGYA universe, and there was no one better suited to expand what he had already helped build. The result is not a departure from what came before. It is a deepening of it. A new mark that carries the same reverence for the brand's history, while giving the Stockholm Collection a visual language entirely its own. An expansion, not a reinvention. The evolution continues.