German Footwear Brand LLOYD Unveils New Logo

German footwear label LLOYD has revealed an all-new logo design as part of branding refresh.

Established in 1888, the company sells shoes for both men and women, along with leather products like jackets, bags, and belts, primarily in German-speaking and Scandinavian regions, as well as globally.

The new look follows a name change from “LLOYD Shoes” to “LLOYD Lifestyle”, announced in November last year, after the company was acquired by Swiss firm Arklyz AG in early 2024.

The updated brand identity features a modern logo with serif fonts and a new symbol called the “Wings of Inspiration”, which is claimed to represent LLOYD’s “drive to move forward and inspire others”.

A refreshed colour palette – featuring “brick red” and “dark mint” – completes the look.

“With the wings of inspiration, we are here to energise 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,” says Andreas Schaller, CEO of LLOYD Lifestyle.

“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,” adds Param Singh, owner of ARKLYZ Group.

The latter also owns brands like The Athlete’s Foot, Asphaltgold, Intersocks, and Arkrod, along with global licenses for major footwear brands such as Salomon, Crocs, and Adidas.

Source: LLOYD