LLOYD, one of Europe’s leading premium footwear and leather goods brands, has completed a major brand update, introducing a new logo and a refreshed identity created by the studio Arndt Benedikt. The relaunch is connected to the company’s transformation beyond classic dress shoes and boots. The brand’s assortment now covers products for a modern lifestyle, including bags, outerwear, and accessories.
The company’s history spans more than 137 years. LLOYD is known for the red stripe on the heel introduced in 1968. At the same time, the previous logo, featuring red stylized LLOYD lettering and the “GERMANY 1888” inscription, was perceived as outdated and primarily aimed at a mature audience, with limited connection to younger customers and limited relevance to new communication channels. In response to a shift in direction, the brand moved away from the LLOYD Shoes format. It adopted the broader LLOYD Lifestyle concept, with a focus on international growth and a cohesive visual presence.
The new symbol is titled “Wings of Inspiration.” It is built from two interwoven letter L forms that resemble wings. The image conveys a sense of freedom, lightness, and positive momentum, reflecting the rhythm of contemporary life. Along with the updated mark, the brand introduced the new slogan “Own the Moment,” addressing people who value style and authenticity across different life situations, from everyday moments to formal occasions.
The color system combines classic elements with a sense of newness. It is based on shades of light brick and mint, complemented by accents in rich and natural tones. The typography uses a serif typeface for headlines to give them character, paired with a calm sans-serif font for supporting text. A new crest was developed specifically for premium men’s footwear models and placed on the soles, emphasizing the brand’s craftsmanship and heritage.
LLOYD is reaching out to a younger, more dynamic audience while maintaining its connection to tradition, high quality, and its legacy.