La-Z-Boy has launched its first brand refresh, including a new logo, for the first time in 22 years.

The softened new logo reflects the curves of La-Z-Boy’s famous recliner and its original 1927 look, highlighting the L, Z and hyphens. It's a modern look that respects tradition.

Diana Quenomoen, vice president-group design director, Colle McVoy, said: “Every letterform was intentionally shaped to echo the contours of La-Z-Boy’s furniture. Rounded, soft and generously cushioned — each letter flows effortlessly into the next, mimicking the feeling of sinking into a favorite chair. And, the italicized tilt of the logo evokes reclining, a gesture of ease where the body can actually exhale.”

The agency also developed La-Z-Boy’s internal brand book and style guide, adopted company-wide, to ensure consistency. The color palette, comprised of burnt vermilion and soft Celadon greens, evokes warmth.

La-Z-Boy is shifting from selling recliners to owning comfort across every part of its brand experience. Relaxation is now positioned as a form of wellness and self-care.

“This updated identity gives us a broader platform to amplify an already dynamic brand — one that anyone can find their fit in,” added Christy Hoskins, vice president-CMO, La-Z-Boy.