Friday, August 24, 2012

New logo: Löfbergs

Löfbergs Lila is a Swedish family-owned coffee maker. Founded in 1906, it is today one of the larger coffee brands in the Swedish market. The name means "Löfberg's Purple" and is derived from its purple packaging. Recently, the company announced that it would drop "Lila" from its name and introduce an updated corporate identity.

Although no longer part of the name, the (literally) trademarked purple colour will still be featured prominently on the packaging. The logo has been redesigned with grotesque letters that look substantially different from the previous logo. Someone also felt that the logo needed to include a coffee bean in the letter Ö.

Previous logo.

The previous Löfbergs Lila logo was introduced a couple of years ago. Before that, the lettering hadn't changed for several decades.

An earlier logo.

Previous packaging.

New packaging.

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