Companies

Lloyd unveils new brand identity

Jan 13, 2025 Germany

After changing its name from Lloyd Shoes to Lloyd Lifestyle following its acquisition by Swiss company Arklyz last year, the German footwear company has unveiled its new brand identity

Accompanied by a new brand claim, “Own the Moments”, the footwear brand, which dates back to 1888, wants to show that it is “embracing change and moving forward to become a global lifestyle brand”. The rebrand is therefore built around three key pillars: Joy, to bring happiness to every interaction with its customers; Confidence, by offering high-quality products that customers can trust; and Style, by designing products that look good in every part of life.

In line with the rebrand, the new logo features a wordmark with timeless serif fonts, a modern nod to the brand’s heritage of elegance and sophistication. It’s also paired with a new symbol, the ‘Wings of Inspiration’, representing Lloyd’s drive to move forward and inspire others. Finally, the look is complemented by a fresh new colour palette, featuring brick red and dark mint.

“Our rebrand is all about responding to what today's consumers want while staying true to our roots. This rebrand represents our commitment to quality, modernity, and craftsmanship. With the wings of inspiration, we are here to energize and empower our customers to own the moments that matter most to them and as we grow, we'll continue to offer the same timeless quality and style that Lloyd has been known for over 137 years”, commented says Andreas Schaller, CEO of Lloyd Lifestyle GmbH.

Param Singh, owner of the sports and lifestyle Arklyz Group, stressed that “For us, this rebrand is more than just a visual transformation. It is a promise to our customers that we will be with them every step of the way. The new brand logo, symbol and claim are rooted in Lloyd’s proud legacy, but also reflect the ambition to become a truly global lifestyle brand”.

The brand will now showcase its new visual identity at major European trade fairs, including Who’s Next in Paris, CIFF in Copenhagen and Micam in Milan, as well as its Autumn/Winter 2025-2026 collection.

Image Credits: prnewswire.com

Germany Switzerland Brands Footwear Strategy