They are thrilled to unveil the refreshed logo and brand identity, marking a significant milestone in the brand's evolution. Since its inception in 1979, the original Lorient logo has been a steadfast symbol for them–recognized internationally.
Over the years, Lorient has experienced continuous growth and transformation; and in 2018, they became part of the ASSA ABLOY Group. The new branding reflects the journey and embodies who they are as a company now & symbolizes the future.
Why change the logo?
First and foremost, the goal was to forge a stronger link with the master brand, ASSA ABLOY
First and foremost, the goal was to forge a stronger link with the master brand, ASSA ABLOY. While Lorient is well-known among fire safety and construction professionals, few recognize that they are part of a much bigger story.
Secondly, they’ve taken the opportunity to modernize & refine the existing Lorient logo; while retaining brand recognition and relevance in the industry.
So, what’s new?
At its core, Lorient remains the same – a company dedicated to manufacturing the highest quality sealing systems the industry has to offer; helping to save lives & protect property.
The logo change will not involve any modifications to the nature or operations of the company, nor will it in any way affect the existing relations with the clients and partners. Only on the surface, they’ll see the new identity begin to rollout across the marketing materials.
Behind the design
The new color palette–incorporates blue/violet hues which emanate when fire is at its hottest
The primary goal was to ensure that the logo remained recognizable and memorable, while propelling it forward to reflect the current identity and embody the dynamic future.
The logo is made up of the wordmark, which features a contemporary architectural typeface and the abstract flame symbol (the core proposition), which has been reimagined with curved lines in an upwards trajectory to signify progress & growth. The new color palette–incorporates blue/violet hues which emanate when fire is at its hottest.
Rebranding of Lorient
The logo is endorsed by the master brand ASSA ABLOY. The two logotypes are connected with a thin graphic element between them.
In conclusion, the rebranding of Lorient represents a significant step in the company’s evolution. The new identity encapsulates the strength, technical expertise, and forward-looking culture of the company.
