In 2010, Osnovy changed leadership. Dana Pavlychko started rebranding the family business bringing a fresh perspective on the book making. She made Osnovy to change its identity to start a new era of its publishing business. The letter O, its logo since 1992, has remained, but was redesigned in a modern clean way.
Basic colours are black, white, and sky blue. But every year Osnovy adds one-two trend colours to its style. It helps to keep relevance and diversifies visual identity.