UK: Lloyd Register Unveils New Brand Identity
Lloyd’s Register (LR), yesterday unveiled a refreshed brand identity, with the introduction of a new logo that celebrates the culture of innovation built over the company’s 253-year history.
LR has undergone significant change and growth over recent years, having grown to a £1 billion-turnover service provider with over 9,000 employees worldwide and undertaken the acquisitions of ODS, Human Engineering, ModuSpec, Scandpower and West Engineering. The group has also restructured to create the Lloyd’s Register Foundation as the organisation’s parent entity, invested in technology leadership through its global technology centres, diversified its services further into energy and rail, and expanded its management systems business, LRQA. In September 2013, it announced a significant investment in Senergy, an integrated energy services company.
Richard Sadler, LR Group CEO laid out the reasons for the change: “We wanted to refresh our brand identity to reflect these changes to the market, our clients and all our stakeholders – with a logo that works in the digital age.”
“We took inspiration for our new logo from the LR stamp – the true ‘brand’ that our surveyors have stamped into steel as proof of approval since 1884. But this is not a name change – we will continue to be called Lloyd’s Register, recognising the value that the Lloyd’s name has around the world as a mark of quality.”
“Our new identity reflects our heritage and our continued commitment to independence, technical excellence and public benefit. And the new logo is a device that links together all the members in our group, including LRQA, making our broad service portfolio easier to navigate.”
Mark Stokes, Group Communications Director, said: “In line with our ethos of sustainability, to minimise the environmental impact we are introducing our new logo on digital items first. You will still see our old logo in use for a while on printed material and on our employee’s safety equipment which will be replaced gradually through wear and tear.”
LR’s reputation as an independent body – with safety, integrity and high standards as guiding principles – has been built up over 250 years. The Lloyd’s Register Foundation, a UK registered charity, is the parent entity in the organisation. The operating company, Lloyd’s Register Group Ltd (Lloyd’s Register) and its subsidiaries, is a professional services organisation that generates profits that fund the public benefit activities of the Foundation.
“Our independence from shareholder dividends and government control marks us out as truly different, meaning that we provide impartial and informed advice that clients can trust, free from compromise, free from prejudice,” said Stokes.
“Our clients face continued pressure for transparency, environmental stewardship, corporate responsibility, profitability and safe, sustainable operations. Our obligation is to support our clients in meeting these demands – with intelligent, practical and expert advice to help them build truly a sustainable business.”
LR has confirmed a commitment to innovation through the investment of around £100 million in two global technology centres, in Southampton, UK and Singapore. LR is developing and supporting the innovations that will play a vital role in the immediate and long-term future of shipping and energy.
“As an independent third-party, we need to keep at the forefront of technology and increasingly understand the fundamental science and academic analysis behind new technologies. The two GTCs will serve as the cornerstones of our global R&D network that, along with the activities of the Lloyd’s Register Foundation, will help to provide society and industry with the advanced technologies, systems and solutions required for this increasingly complex world,” said Sadler.
The Lloyd’s Register organisation is a global body with a mission to protect life and property and advance transportation and engineering education and research. The parent entity in the organisation, Lloyd’s Register Foundation, is a charity, with a mission to fund science, engineering and technology research for public benefit worldwide.
The operating company, LR, is a professional services business that generates the profits that fund the public benefit activities. Its compliance, risk and technical consultancy services directly support a significant part of the Lloyd’s Register Foundation’s charitable objectives, to enhance the safety of life, property and the environment by helping our clients to ensure the quality construction and operation of critical infrastructure.
On the launch of LR’s new identity, Sadler said, “LR is a truly unique organisation; a global body with a mission to protect life and property and advance transportation and engineering education and research. Our heritage is an important part of our culture and forward-thinking approach to our business and the new identity should serve us well in the years ahead.”
LLoyd’s Register, December 9, 2013