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2012–2014 2014–2019 2019–present
2012–2014 2014–2019 2019–present

Lazada is an online shopping marketplace platform based in Singapore. It operates in 6 countries in Southeast Asia and was founded and majority-owned by Rocket Internet in 2012 until 2016, when it was acquired by Chinese internet conglomerate Alibaba Group.


Lazada (2012).svg

The first Lazada logo was an italicized blue wordmark with the letter 'Z' inserted inside a yellow shopping cart.



After two years expanding into the SEA market, Lazada unveiled a new branding, which was consisted of a stylized wordmark and the slogan "Effortless Shopping".


Lazada (2019).svg
Designer:  Superunion
Typography:  Unknown
Launched:  Unknown

On June 20, 2019, Lazada officially refreshed its identity after 5 years. It brought the three-dimensional boxes that form the letter 'L' resembling a heart shape — nicknamed Heartgram' — next to a new sans-serif wordmark. The change was actually implemented on an app update four days earlier on June 16.

The heart shape, which had accompanied the 2014 logo in a slightly different form, had been teased from November 2018 on promos and advertisements, before being a permanent part of the logo. The recent shift occurred along with a new campaign and the slogan "Go Where Your Heart Beats", and was developed by the Singapore branch of Superunion.

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