Lloyd presents itself at the turn of the year with a new look and logo.
With the slogan “Own The Moments” the Sulingen-based shoe supplier presents its new brand identity. The company wants to position itself as a global lifestyle brand “that promises joy, self-confidence and style,” said Lloyd on Monday. The first step towards this took place in October, when Lloyd Shoes GmbH became Lloyd Lifestyle GmbH.
Now a visual change can also be seen. The new look includes a logo in a serif font, which is supplemented by the “Wings of Inspiration”. This wing symbol represents Lloyd’s “inspiration and commitment to continuous development,” according to the statement. In terms of color, Lloyd relies on brick red and dark mint.
“We are very excited about this new chapter for LLOYD,” adds Param Singh, owner of Arklyz Group, which acquired Lloyd in early 2024. “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 proud heritage – while reflecting our ambition to become a truly global lifestyle brand.”
Lloyd will present the new brand identity and FW25 collection at the fashion fairs Who’s Next in Paris, CIFF in Copenhagen and Micam in Milan.