It's another redesign of the logo. The first one was sometime in 2013, and back then, it wasn't as nice as the original.
As a user of Ivory products since my childhood, I've grown to love and grown attached to the brand and notice little changes like this.
I've said it before - their old logo was already great - simple, pure, no-frills. This new one doesn't have that same vibe. In fact, it feels a bit antiquated and old-fashioned. It also lost its sense of purity and simplicity.
Really. They should've left it as is.
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