Matas invested in renewing and reshuffling their business. This decision was supported by a new communication platform developed by Nørgård Mikkelsen, focused on diversity, inclusiveness, and space for wrinkles. LOOP Associates was asked to advise on the visual identity, and update the logo that had not been modernised since 1972. The new logo keeps some of the basic structure and characteristics of the old one, but is now beautifully rendered and simplified in a contemporary style. We are excited to share this new identity that aims to make Matas more accessible and useful to costumers as they embrace an expanding, multi-device, multi-screen world.