Lloyd changed the company name to Lloyd Lifestyle in October 2024, and now the Sulingen shoe manufacturer Lloyd is presenting its new brand identity. Under the motto “Own the Moments”, the brand is intended to be positioned as a global lifestyle brand that, according to the company, promises “joy, self-confidence and style”. The new appearance also includes a new brand logo: the timeless serif font is complemented by a new symbol, which has been christened “Wings of Inspiration”. The wings depicted in it are intended to symbolize inspiration and Lloyd’s desire to continually develop. The new color palette is characterized by brick red and dark mint.
The aim is to create a desirable lifestyle brand that connects people across different product categories and countries. With the vision of “Fuel a positive lifestyle”, the rebranding is based on three pillars “Joy, Confidence and Style”. Joy describes the “moments of happiness in every customer encounter,” while Confidence includes “high-quality products that customers can trust.” Style, on the other hand, describes that the brand’s designs should “convince in all areas of life”.
“The world is changing, and we are changing with it,” says Andreas Schaller, CEO of Lloyd Lifestyle GmbH. “Our realignment responds to the wishes of modern consumers while remaining true to our roots. With the Wings of Inspiration we want to encourage our customers to confidently experience the moments that really count. At the same time, we continue to stand for the timeless quality and style that have characterized Lloyd for over 137 years.”
Param Singh, owner of the Arklyz Group and Lloyd Lifestyle GmbH, is also pleased about the rebranding. “We are very excited about this new chapter for Lloyd. This rebranding is more than just a visual transformation. It is a promise to our customers that we will accompany them every step of the way. The new logo, symbol and claim are based on Lloyd’s proud heritage – while reflecting our ambition to become a truly global lifestyle brand.”
Lloyd presents the rebranding at these trade fairs
The company will be presenting the new brand identity and the fall/winter 2025 collection in the coming weeks at international trade fairs, including:
- Who’s Next in Paris (January 20-22, 2025)
- CIFF in Copenhagen (January 31 to February 2, 2025)
- Micam in Milan (February 18-20, 2025)
