Lamoda updated its logo and brand identity for the first time since 2019. The change followed a revision of the brand’s mission. The online platform adopted a more restrained visual language, based on typography and a black-and-white palette, with no distracting accents.
The logo work focuses on the wordmark. In the current version, letter heights and proportions were aligned, prior optical imbalances were corrected, and character spacing was reduced. The Lamoda name retained its familiar spelling, while the overall rhythm became more even and calm, without the sharp contrasts seen before.
The logo adjustment was accompanied by a revision of the brand typeface and the entire graphic system. The style relies on a black-and-white scheme and rejects decorative techniques and secondary effects. The brand moved away from highlighting individual parts of the word and instead treated the name as a single, unified block.
The updated mark fits into Lamoda’s broader strategy to simplify the visual language and standardize touchpoints. The identity is designed for scalability and a systematic approach, reflected in the rejection of complex forms and ornamentation. The logo became part of a neutral foundation against which the platform’s content, products, and services operate.
