![The new Van Leeuwen branding refines the identity and gives the logo primacy.](https://pentagram-production.imgix.net/wp/592c4a20578d1/nj-vanleeuwen-02.jpg?rect=%2C%2C%2C&w=640&crop=1&fm=jpg&q=70&auto=format&fit=crop&h=427)
The new Van Leeuwen branding refines the identity and gives the logo primacy.
1 The new Van Leeuwen branding refines the identity and gives the logo primacy.
![The expanded color palette is inspired by ice cream.](https://pentagram-production.imgix.net/wp/592c4a212b55c/02-vanleeuwen-cc.jpg?rect=%2C%2C%2C&w=640&crop=1&fm=jpg&q=70&auto=format&fit=crop&h=427)
The expanded color palette is inspired by ice cream.
![Gift card.](https://pentagram-production.imgix.net/wp/592c4a274935f/07-vanleeuwen.jpg?rect=%2C%2C%2C&w=640&crop=1&fm=jpg&q=70&auto=format&fit=crop&h=427)
Gift card.
1 The expanded color palette is inspired by ice cream. 2 Gift card. 3 New livery for the scoop trucks.
![New livery for the scoop trucks.](https://pentagram-production.imgix.net/wp/592c4a286165b/nj-vanleeuwen-09.jpg?rect=%2C%2C%2C&w=640&crop=1&fm=jpg&q=70&auto=format&fit=crop&h=427)
New livery for the scoop trucks.
![Environmental graphics at a Van Leeuwen shop in Brooklyn.](https://pentagram-production.imgix.net/wp/592c4a29c2db6/nj-vanleeuwen-10.jpg?rect=%2C%2C%2C&w=640&crop=1&fm=jpg&q=70&auto=format&fit=crop&h=427)
Environmental graphics at a Van Leeuwen shop in Brooklyn.
4 Environmental graphics at a Van Leeuwen shop in Brooklyn.