Clas Ohlson launched its new visual identity on 11 August 2021 with a new logo and updated colours. The new identity reflects the transformation that Clas Ohlson has undergone, with ties to the company's history, making the brand easier to recognise. 'As a company we have changed time and again for over a hundred years. From Clas Ohlson's cycle repair shop and subsequent mail-order business to an international chain store that made a name for itself as the modern ironmongery. Now we are a home improvement retailer that simplifies everyday life with products, advice and services in stores, online and in customers' homes. That change also needs to be reflected in how we look,' says president and CEO Kristofer Tonström. The inspiration for the symbol in the new brand logo is taken from the sign that has been hanging on the facade of the Clas Ohlson head office in Insjön since 1972.