LLOYD, a renowned name in premium footwear and lifestyle products since 1888, has unveiled a bold new brand identity. As the company continues to evolve, it is embracing change to establish itself as a global lifestyle brand with an aspirational message: “Own the Moments.” This fresh identity marks a pivotal step in LLOYD’s journey to inspire confidence, joy, and style in customers worldwide.
Embracing Change and Focusing on the Future
LLOYD’s rebrand signals a forward-thinking approach, with the company’s new vision—“Fuel a Positive Lifestyle”—reflecting its dynamic and optimistic philosophy. This vision underlines the brand’s commitment to not only delivering stylish, high-quality products but also creating a meaningful impact on its customers’ lives. Through innovative designs, LLOYD aims to build a connection with consumers across various product categories and global markets.
LLOYD’s rebranding also includes a new mission: to become an aspirational lifestyle brand. The company is focused on offering products that cater to the diverse needs of its growing international audience, ensuring that LLOYD’s influence extends beyond footwear to encompass a broader range of lifestyle products.
Brand Promise: Joy, Confidence, and Style
The brand’s renewed identity is built around three core pillars: Joy, Confidence, and Style. LLOYD is committed to ensuring that every customer interaction brings happiness, while delivering high-quality products that customers can trust. The company’s aim is to create timeless designs that not only look good but resonate with people in all aspects of life.
LLOYD’s refreshed visual identity is represented through a modernised logo wordmark, featuring classic serif fonts that nod to the brand’s rich heritage of elegance. Alongside this, the company has introduced a new symbol—the “Wings of Inspiration”—representing its drive to innovate and inspire. The new colour palette, with shades of brick red and dark mint, brings a contemporary edge while maintaining a connection to the brand’s traditional roots.
A New Chapter for LLOYD
“We are responding to the changing world and to what today’s consumers want, while remaining true to our origins,” said Andreas Schaller, CEO of LLOYD Lifestyle GmbH. “This rebrand demonstrates our commitment to quality, craftsmanship, and modernity. The ‘Wings of Inspiration’ reflect our mission to energise and empower our customers to seize the moments that matter most.”
Param Singh, owner of ARKLYZ Group and LLOYD Lifestyle GmbH, echoed Schaller’s sentiments, adding, “This transformation goes beyond just a visual change. It’s a promise to our customers that we will support them every step of the way. The new branding honours LLOYD’s proud legacy but also showcases our ambition to become a global lifestyle brand.”
Showcasing the New Look at Global Trade Fairs
LLOYD’s new brand identity will be showcased at major international trade fairs, starting with Who’s Next in Paris (January 20-22, 2025), followed by CIFF in Copenhagen (January 31-February 2, 2025), and MICAM in Milan (February 18-20, 2025). At each event, LLOYD will present its new look along with the Fall/Winter 2025 product collection, marking a significant milestone in the brand’s evolution.
As LLOYD moves forward, its commitment to timeless quality and stylish design remains unchanged, with the rebrand reflecting the company’s ambition to influence not just the footwear market but the wider lifestyle sector on a global scale.
