La-Z-Boy, an American company founded in 1927 in Monroe, Michigan, has introduced a new logo. For nearly a century, the brand has been synonymous with the recliner chair. Today, it aims to present itself as a furniture manufacturer that creates an atmosphere of comfort and home.
The company’s first logo appeared with the launch of the iconic chair created by cousins Edward Knabusch and Edwin Shoemaker. Over time, the graphics changed, and the most recent version, developed in the early 2000s, featured a strict geometric typeface. The ellipse around the letter Z and the thin serifs suggested a sense of technology and modernity. However, they did not reflect the company’s core value: comfort.
The new style was developed by the Minneapolis-based studio Colle McVoy. The logo is executed in a handwritten style, referencing the original rendering of the name. The Bookmania typeface was used as the foundation, complemented by Gotham, which adds restraint to the design.
The letter Z is highlighted separately. It has become larger and softer, visually resembling the outline of a person comfortably seated in a chair. The return of hyphens restored the traditional La-Z-Boy spelling, familiar to customers since the company’s founding. The mark now evokes associations with home comfort and relaxation.
The color palette features soft shades of blue and cream, echoing the brand’s historical palette but rendered in a modern style.
The new style is supported by illustrations and graphics that convey warmth and simplicity. The company aims to demonstrate that its furniture is designed for practical use, creating a home atmosphere where people can spend time with their family, rest, and feel comfortable.
La-Z-Boy leadership emphasizes that the rebrand is not just a logo update but a deeper process. The company aims to present itself as a brand that has evolved alongside generations of customers and remains an integral part of their daily lives.
Today, La-Z-Boy has about 500 stores in 12 countries. The new visual language helps strengthen the brand’s connection with an international audience while preserving its American roots and long history.
The refreshed identity restores La-Z-Boy’s individuality and strengthens its position in the furniture market. The primary goal is to create products that become an integral part of the home and shape an atmosphere of comfort for millions of customers worldwide.