LR refreshes its brand identity

New logo (left) is based on stamp used since 1884 New logo (left) is based on stamp used since 1884

DECEMBER 9, 2013 — Lloyd's Register (LR) has unveiled what it says is "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 organization's parent entity, invested in technology leadership through its global technology centers, 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, recognizing 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 minimize 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 employees' 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 U.K. 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 Mr. 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's commitment to innovation includes the investment of around £100 million in two global technology centers, 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 Mr. Sadler.

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