Lloyd’s Register (LR), a 253 year-old classification society with deep roots in the maritime industry has officially unveiled a new corporate logo and branding today reflecting the growth of firm via the acquisitions of ODS, Human Engineering, ModuSpec, Scandpower and West Engineering. These acquisitions have diversified LR’s business units to cover a much wider risk management portfolio outside of maritime including nuclear, manufacturing, oil and gas, transportation, power, and others.
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.”
Rival class society DNV-GL also unveiled new branding this week, although not officially, while at Marintec China.
Olaf Mager, DNV-GL’s Senior Vice President, Corporate Communications & Branding, commented that the official presentation of their new branding is still about about a week away however.
The reasons for the change are certainly due to the merger of DNV with Germanischer Lloyd, but also for reasons that reflect the expansion of their business lines outside of the traditional maritime and offshore sector.