Lindex changes logotype

One of Sweden's largest corporate re-profilings gets under way Lindex changes logotype - major investment ahead of year 2000 Lindex will be changing its logotype at the end of August. The first thing to change will be the displays at Lindex's 273 stores, but it will also be apparent on all the companies products. This is one of Sweden's largest corporate re-profilings of the last few years. "Through this major investment in a new graphic profile, Lindex is re-establishing itself as a modern, vital and leading clothing company." says Lindex's Marketing Director, Anders Jansson. "The old logotype has been around for many years and was created when Lindex was a smaller company and sold mainly underwear. Quite simply, it was time to make a change ahead of the year 2000." he says. The change of logotype also represents a large investment in Lindex's range of ladies' clothing. Lindex already leads this market but is now investing more. Another strong growth area is children's clothing where Lindex has become the Swedish market leader in recent years. "By doing this we want to show that Lindex is in a dynamic phase of its development." he continues. "For example, we have just started a huge launch in Germany with four stores and more on the way. We are also introducing a number of our own new brands, including an underwear range called Ella May and First Position." The new logotype has been designed by Anders Kornstedt of Forsman & Bodenfors design in Gothenburg. "The assignment wasn't without its problems," he says. "It involved taking the good points from the old logotype and combining them with what Lindex stands for today. For many people Lindex is a company that's becoming more fashion conscious and the logotype will now carry this message. There was a heart in the old logotype and when I discovered the heart shape for the "E" in the new logotype things became much easier." he continues. Following a decision by the company's board, the new logotype project has taken about one year. The change was preceded by comprehensive studies which showed clearly that this was the way to go. "We've been working with an overview and modernization of Lindex for quite some time," says Anders Jansson. "The change of logotype is the crowning achievement of our efforts and letting the market know that things are happening at Lindex." "Modernizing the company doesn't stop because we have a new logotype. We are now reviewing the interior design at our stores. We have already tested the new model stores in Germany and at some locations in Sweden, which have been a great success," he concludes. Lindex is the market leader in ladies' underwear in Sweden and Norway and in ladies' and children's clothing in Sweden. Alingsås, 31 August 1998 Board of Directors of AB Lindex For further information please contact: Anders Jansson, Marketing Director, Lindex on 0322 777 00, 778 20 (direct), or mobile 070 550 42 87. Lindex is a retail chain with approximately 270 stores on the Nordic market and four new stores in Germany. The Group's product segments are ladies' wear, lingerie, children's clothing and Lindex Care.