LLOYD, a leader in the manufacture of premium footwear and lifestyle products since 1888, presents a new brand identity. With the claim “OWN THE MOMENTS”, LLOYD consistently aligns itself with the requirements of modern markets and positions itself as a global lifestyle brand that promises joy, self-confidence and style.
Vision and mission for a dynamic future
LLOYD’s new vision, “FUEL A POSITIVE LIFESTYLE”, stands for a dynamic, optimistic and holistic attitude to life. LLOYD’s mission is to create a desirable lifestyle brand that connects people across different product categories and countries. With creative designs and innovative approaches, LLOYD wants to inspire worldwide and create sustainable added value for customers.
Brand promise: JOY, CONFIDENCE, STYLE
LLOYD’s brand promise is based on three central pillars:
- Joy: Moments of happiness in every encounter with customers.
- Confidence: High quality products that customers can trust.
- Style: Designs that impress in all areas of life.
The new look includes a modern logo in a timeless serif font that honors LLOYD’s elegant and traditional origins. It is complemented by a new symbol: the “WINGS OF INSPIRATION”. These wings symbolize LLOYD’s inspiration and claim to continually develop. A fresh color palette – characterized by brick red and dark mint – combines tradition with a forward-looking look.
“The world is changing, and we are changing with it,” explains 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 actively experience their moments and to be self-confident. At the same time, we continue to stand for the timeless quality and style that have characterized LLOYD for over 137 years.”
“We are very excited about this new chapter for LLOYD,” says Param Singh, owner of the ARKLYZ Group and LLOYD Lifestyle GmbH. “This rebranding is much more than 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 strong heritage – while reflecting our ambition to become a truly global lifestyle brand.”
Looking into the future
LLOYD will present the new brand identity at leading international trade fairs, including:
- Who’s Next in Paris (January 18-20, 2025)
- CIFF in Copenhagen (January 28–January 30, 2025)
- MICAM in Milan (February 23-25, 2025)
At these trade fairs, LLOYD will not only present the new visual identity, but also the fall/winter 2025 collection.
ABOUT LLOYD
Since 1888, LLOYD has shaped the premium shoe market in German-speaking countries, the Scandinavian countries and the Baltics with 137 years of quality, craftsmanship and style. The company employs over 1,400 people worldwide, around 450 in Germany. Today, LLOYD sells its collections worldwide in over 56 countries at around 3,250 points of sale – including 44 concept stores in international cities such as Copenhagen, Lima and Beijing – as well as online via LLOYD.COM.
Part of Arklyz Group AG since spring 2024 – founded in 2018 by Param Singh, CEO and owner. Based in Sarnen, Switzerland, Arklyz is one of the most dynamic corporate groups in the global sports and lifestyle sector.
From autumn/winter 2025, LLOYD will present itself with a new brand identity: a new logo, the claim “own the moments” and a clear vision – the development into an international lifestyle brand that will in the future offer clothing and accessories in addition to shoes.