In an effort to adapt to “changing markets” and establish itself as a worldwide lifestyle brand, German heritage footwear company Lloyd has developed a new brand concept for 2025.
Lloyd’s new vision centers on ‘fueling a positive lifestyle’, aiming to establish an aspirational brand with innovative, high-quality products that customers can trust. The rebrand to “Own the Moments” is designed to inspire joy, confidence, and style in its consumers.
Andreas Schaller, CEO of Lloyd Lifestyle GmbH, stated that the company is evolving to meet the changing world. The rebrand reflects their dedication to aligning with the preferences of today’s consumers while remaining grounded in their heritage. It emphasises their commitment to quality, modernity, and craftsmanship.
The rebrand introduces a modern logo with classic serif fonts, honoring Lloyd’s heritage, alongside a ‘wings of inspiration’ symbol to reflect the brand’s forward momentum. The new look also includes a refreshed colour palette with brick red and dark mint.
Lloyd will unveil its new brand identity and the autumn/winter 2025 collection at major fashion trade shows, including Who’s Next in Paris, CIFF in Copenhagen, and Micam in Milan.
