Jony Ive's LoveFrom firm adopts new logo mascot

After working on everything from the iMac to the iPhone, Ive eventually left Apple in 2019 to form his own company, and he's been steadily recruiting many of his old colleagues from Apple Park. Now, months after looking for $1 billion to fund development of an AI device, Ive has refreshed his website with a new animated logo.

Good luck finding what it used to look like. Even the Internet Archive's snapshots of the LoveFrom website now either display the new animation, or lead to blank pages with errors. Although don't look too far back, as the domain used to be owned by a firm selling "adult love letters."

But according to the Creative Bloq site about design, Jony Ive's LoveFrom firm's new logo is a kind of departure from the sort of minimalist look Ive has always demonstrated preferring. The company name is written in LoveFrom Serif, a customized version of Baskerville, and adds an animated bear named Montgomery.

Introduced to the world by LoveFrom designer Mike Matas on Twitter, the logo is clearly as cute as it was painstakingly designed — but it's also already changed. Matas's tweet was on September 22, and the animation features a cursor distracting Monty the bear.

On the site itself, that distracting cursor appears to be permanently gone. However, the whole animation is actually subtly different each time the site is refreshed.

The changes seen so far are all around the addition of a comma after the name LoveFrom. In all cases it springs from a cursor typing out the name, but then everything else changes.

All of which suggests that LoveFrom is perhaps more whimsical and certainly not as minimalist as before. Except for one thing — right now the LoveFrom website has nothing whatsoever on it except this animated logo.