Meet&CoMONROE, Mich. — In preparation for its 100th anniversary in 2027, La-Z-Boy has introduced a refreshed logo and visual identity, marking the brand’s first major redesign in 22 years. The update is part of the company’s broader “Century Vision” strategy and reflects both its heritage and future direction.
(source: La-Z-Boy)
“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, vice president and chief marketing officer. She noted that the rebrand provides a broader platform to showcase La-Z-Boy’s evolving story, one rooted in care, comfort, and inclusivity.
The updated branding will begin appearing in La-Z-Boy’s stores throughout the U.S. and Canada, with a global rollout to follow. The first fully transformed store is expected to debut in 2027, and the new identity will gradually extend across the brand’s Top 100 Furniture Galleries and retail locations.
Visually, the refreshed design takes inspiration from La-Z-Boy’s founding year and its original 1927 logo — the same year the iconic recliner was invented. The new wordmark features a handcrafted style, with a prominently styled “Z” at its center. The updated palette combines deep midnight tones with earthy hues, selected from the company’s wide upholstery range.
Diana Quenomoen, vice president and group design director at Colle McVoy — La-Z-Boy’s creative agency — explained that every letter was shaped to reflect the soft, welcoming contours of the brand’s furniture. The italicized logo adds a subtle sense of motion, echoing the act of reclining.
Rob Sundy, president of La-Z-Boy Brand and chief commercial officer of La-Z-Boy Incorporated, emphasized that the refreshed identity signifies more than just a design update — it represents the brand’s continued commitment to personalized comfort and consumer connection.
As part of the rebrand rollout, La-Z-Boy is launching a campaign tied to National Lazy Day on August 10, urging people to “Take Back Sunday” and prioritize rest in an increasingly fast-paced world. This follows other creative consumer-focused efforts like the AI-powered recliner that automated excuse messages and a viral petition to ban seat reclining on flights — which garnered over 400,000 signatures.
New national TV ads, developed by the Santa Monica-based agency RPA, will begin airing in early August to support the campaign.
“We want to be seen as more than just a furniture retailer,” said Hoskins. “This refreshed identity helps us better connect with today’s consumers by offering a shopping experience that’s just as comforting and meaningful as the products we make.”
