This is the new IFK Göteborg 2011 away football shirt made by Adidas. The main sponsor ICA—a grocery store chain—has figured on the jersey front since 1982, and has almost become part of the jersey.
The crest of IFK Göteborg has its origins in the coat of arms of the city of Gothenburg which in turn is based on several other heraldic arms. The lion on a field of silver and blue is the heraldic arms of the Folkungaätt, holding the Three Crowns of Sweden, both symbols being used in the Coat of arms of Sweden.
This arm was granted to the city by Gustavus Adolphus. The coat-of-arms of Gothenburg sees the lion facing the sinister (heraldic right) side which often is interpreted as a fleeing lion, the normal being a lion facing the dexter (left) side, but IFK chose to have the lion facing dexter on the club crest. Adding the three letters IFK on top and the crest used since it first appeared on the kit in 1919 is complete.