With a brand refresh, La-Z-Boy wants to own the idea of comfort

Beginning with a logo that’s softer and curvier than before, La-Z-Boy is rolling out a refreshed brand identity designed to help the furniture maker own the idea of comfort—and move more into the lifestyle space.

The identity, which La-Z-Boy said is the most extensive refresh in its nearly 100-year history, was developed by Minneapolis agency Colle McVoy’s in-house design practice. The refresh introduces a holistic brand system encompassing verbal and visual identity, CX strategy and internal brand book and style guide.

A new hand-drawn logotype reflects the curves and softness of La-Z-Boy furniture. (The logotype actually echoes a scripted La-Z-Boy logo from early in the company’s history.) A new color palette, including burnt vermilion and celadon greens, is meant to evoke feelings of calm, warmth and relaxation.

The goal is not just to talk about comfort but embody it throughout the customer journey, from user experience and packaging to store design and customer service. Every design element—including spacious and soft contoured layouts, soothing colors and clear and confident messaging—is crafted to evoke an “ahhh” moment of personal comfort, the brand said.

As part of its vision, La-Z-Boy said it is expanding its network of company-owned stores, which now account for 53% of its 355 locations. Such a move will allow tighter control over the end-to-end consumer journey, ensuring consistency across storytelling, design and service.

Also read: 20 brands catching baby boomers’ attention right now

“For nearly a century, the La-Z-Boy brand has been synonymous with putting your feet up—and we recognize that comfort isn’t one size fits all,” said Christy Hoskins, chief marketing officer at La-Z-Boy. “This updated identity gives us a broader platform to amplify an already dynamic brand—one that anyone can find their fit in, one that considers comfort beyond the physical to create experiences with the same care exerted to create our furniture.”

By pairing nearly a century of craftsmanship with forward-looking design and innovation, La-Z-Boy aims to reassert its cultural relevance—delivering not just furniture, but a modern experience of comfort in an increasingly hectic world.

“Every letterform was intentionally shaped to echo the contours of La-Z-Boy’s furniture,” said Diana Quenomoen, group design director at Colle McVoy. “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.”

Quenomoen added: “Through this work, we uncovered just how much potential La-Z-Boy has to lead. To own comfort not only as a product feature, but as a feeling, a lifestyle, and a cultural need. We saw that La-Z-Boy doesn’t have to fight for relevance—it already has it. It just needed a new lens. And now, it has one.”