September 27, 2024 –LoveFrom, the design firm founded by former Apple design chief Jony Ive, has announced a significant rebranding effort. Alongside its minimalist text logo, the company has introduced a delightful new animated logo featuring a bear mascot named Montgomery.
The new logo was unveiled to the world by LoveFrom designer Mike Matas via Twitter. Notably, the flashing cursor that was once a part of the logo has been eliminated, making way for the adorable bear mascot.
In the latest animation, viewers are first greeted by a symbol – a dot that bounces from the top of the letters, transforming into a comma as it appears at the end of ‘LoveFrom’. Following this, Montgomery, the bear mascot, saunters in from the right, casually climbing over the ‘LoveFrom’ letters before disappearing off the left side of the screen.
This isn’t Montgomery’s first appearance, however. The bear previously made an appearance on a magnetic clasp featured in a modular jacket designed by Ive for Italian luxury brand Moncler. The jacket, which retails for $3,115, boasts a clever and innovative magnetic fastening system adorned with the bear.
Furthermore, the new logo incorporates a fresh font, ‘LoveFrom Serif’. This custom typeface is based on the classic Baskerville font, which has been modified and tailored to suit the company’s unique aesthetic.
