Lazada unveils new logo; Features new brand campaign

Lazada recently unveiled a new logo, signalling a new era for Southeast Asia’s leading online shopping platform. This marks the company’s first refresh in five years, since updating their tagline way back in 2014.

The new logomark features a heart — which is a manifestation of the letter “L” made to look like a 3D box. The design represents the heart of Lazada’s business and how it can change and behave in different ways. It also has a palette of new color that reflects a youthful, energetic and dynamic look and feel.

Alongside the new logo, Lazada also announced a new brand campaign — Go Where Your Heart Beat — announcing a new era for Southeast Asia’s leading online shopping platform. The campaign represents the company’s evolved vision of accelerating the Southeast Asia’s progress through commerce and technology.

Lazada New Logo
Lazada’s New Brand Campaign

Lazada’s new brand campaign will run across South East Asia in six countries starting 20 June. It consists of one 60-second film, three 30-second vignettes, and a series of key visuals.

As South East Asia’s leading eCommerce platform by scale and by reach, we are capturing the heartbeat of the region by observing how they behave, engage with and respond to our platform. At the same time, we are contributing to the heartbeat of South East Asia as eCommerce pioneers constantly redefining the online shopper and seller experience through innovative features and tools.”

Mary Zhou, Lazada Group Chief Marketing Officer

The films follows three individuals and how their personal pursuits were made possible through Lazada.

The refreshed brand campaign was conceptualized and developed by Wunderman Thompson Singapore while the brand identity was developed by Superunion Singapore.

Bryan is a geek at heart and a tech enthusiast by choice. He has a strong background in corporate communications, marketing services, and customer relations having worked in the telecommunications and banking sectors for over two decades. In his spare time, he enjoys watching clips on YouTube and binge watching shows on Netflix.

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