New York-based photography and electronic equipment retailer Adorama has redesigned its website and brought with it an updated logo.

The website redesign was done ‘with a focus on content, a reorganized catalog, and more, all to improve the shopping experience for our customers,’ according to a statement given to PetaPixel via an Adorama spokesperson.

The new website features a streamlined navigation menu, a more prominent featured slider, a ‘Top Picks This Week’ section and an icon-based ‘Featured Categories’ section for displaying different sections of the online store. The updated UI extends elsewhere on the website to create a cohesive experience.

As for the logo, Adorama eschewed the sharp edges of its older logo in exchange for a rounded sans-serif that looks a little reminiscent of Google’s updated Android branding. Along with the updated logo is the tagline ‘Equip Your Creativity,’ a change from the previous tagline ‘More than a camera store.’