HAGS Brand Guidelines
Explore our HAGS Brand Book guidelines, access templates and assets to ensure you comply with our branding policy.
This page aims to provide you with a quick glance at the new branding, but please do familiarize yourself with the full Brand Book Guideline Policy for all the technical information.
Any questions, get in touch with our Marketing department.
Download Our Brand Guidelines Policy
Brand book refresh
In this Brand Book Refresh, three clear sub-brands, Play, Park & Urban Furniture, and Sport & Fitness, have been established within the 'Master Brand' for global consistency. Each sub-brand has its own tone, colors, and visual appearance.
The Brand Book facilitates meeting customer needs efficiently through aligned look and feel, consistency, creative templates, and a clear customer journey.
HAGS Master brand colours:
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HEX #A9D7AE |
HEX #729C7A |
HEX #6D6E71 |
HEX #231F20 |
Download brand books and digital assets
We have compiled all the PDFs, design assets, templates and some photography in our Asset Library.
You can access everything you need there!
Brand and Logo
Our brand name, HAGS, was derived from our founder’s last initials - Hultgren, Andersson and Gustafsson - and forms the basis of our logo.
It tells the simple story of three Swedish entrepreneurs who wanted to inspire generations with their love of the great outdoors. Today, those four letters stand for over 75 years of heritage, knowledge, experience and passion. Please treat them with respect.
Sub-brand: Play
Let their ambitions soar 28,000ft higher than Mount Everest!
We help young people enjoy the world of play to grow their imagination and creativity. Why create walls when you can move mountains?
HAGS Play colors:
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HEX #A7C139 |
HEX #8EC95C |
HEX #406A37 |
Sub-brand: Park and Urban
Let's help people to reboot and recharge in Nature!
We help people to socialise and enjoy spending time outdoors in parks and the local community. Huddle up and take in the view.
HAGS Park and Urban colors:
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HEX #5C4D4C |
HEX #C2A9BE |
HEX #A994B8 |
Sub-brand: Sport and Fitness
Getting hearts and minds racing!
We help support people’s health and wellbeing through exercise and physical activity. Tone up, slim down or just work out.
On your marks. Get Set. Get Healthy!
HAGS Sport and Fitness colors:
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HEX #DD898A |
HEX #ECBAB4 |
HEX #915B60 |
“Building a better brand experience is crucial because it creates a distinctive identity for a business, fostering customer trust, loyalty, and recognition, ultimately setting it apart in a competitive market.”
Brand Beats Product.
Every. Single. Day.
Examples

Stationary Examples

Business Cards

Powerpoint

Brochures

Brochures

Photography Covers

Photography Covers

Banners
Our brand pillars: What keeps us up propped up
Our brand pillars are the reason to believe in our proposition. Using QUALITY products to give people more quality time. Committing to solving issues around SUSTAINABILITY. Using 75 years of commitment to INCLUSION to find better solutions. Building on decades of Swedish INNOVATION. Delivering our promise with exceptional SERVICE and care.
Using the DNA strand to express our brand pillars
These pillars are all part of our DNA strand and are represented in these icons which will be used across all communications.
The HAGS DNA brand pillar icons can be used with our brand photography to visually support our proposition and story.
The HAGS image library accessed via our Asset Library
These are just some examples of how our brand pillar icons can work across sub brand imagery. Please ensure that the brand pillar icons are used in context with the headlines.