Yale, one of the oldest, international brands in the world, and arguably the best-known name in the lock industry, has officially introduced an updated logo and identity.

The new look, which has been designed by London-headquartered creative consultancy GW+Co, is said to be the result of year-long rebrand process that has been conducted in what is the company’s 180th year.

“Just like the sun, Yale is always there when needed, supporting and making people feel safe at any time of day. Trusted every day, Yale aims to be the world’s most trusted home security brand. Through the use of an updated logo, sounds, colours, typeface and other design elements, Yale is focusing on warmth, trust and other positive emotions that its consumers feel towards Yale products,” says the American company, which was founded by Linus Yale Jr. in 1840.

“Maintaining customer confidence through consistent, thoughtful innovation has been the secret of our success, and our new identity reflects that legacy of trust,” adds Jason Williams, president of the US Smart Residential Group division at ASSA ABLOY, the Swedish conglomerate that today owns the Yale brand. “With over 180 years of experience protecting everything from homes to office buildings, we’re preparing for the next 180 years with a fresh, modern identity.”

“We’re committed to constantly innovating our products to meet our customers’ needs, whether through our established mechanical products or leading smart technology offerings. Our new branding reflects this promise to always provide trust, security and safety to our residential and commercial customers,” further comments Martin Huddart, head of smart residential at ASSA ABLOY.

GW+Co
www.gilmarwendt.com