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New Name and Logo for JLL



Noted Apr. 8, 2014 by Armin

Industry / Finance Tags /


(Est. 1999, previously Jones Lang LaSalle) “JLL is a financial and professional services firm specializing in real estate. The firm offers integrated services delivered by expert teams worldwide to clients seeking increased value by owning, occupying or investing in real estate. With annual revenue of $4 billion, JLL operates in 75 countries worldwide. On behalf of its clients, the firm provides management and real estate outsourcing services for a property portfolio of 3 billion square feet and completed $99 billion in sales, acquisitions and finance transactions in 2013. Its investment management business, LaSalle Investment Management, has $47.6 billion of real estate assets under management.”

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Related links

JLL press release
JLL new logo page

Relevant quote
The shorter name and new logo are:

- Easily recognized and visible in countries around the world
- Memorable and easily pronounced in languages worldwide
- Suitable for digital applications and mobile channels

Shortening its name to JLL is a natural evolution of the firm’s historically rich brand, recognizing that it is a truly global company located in multiple markets, with a wide range of expertise applied through many different client services. It also represents its adaptation to different communication styles in different countries, languages and channels, and especially the use of digital and online.

JLL press release

Images (opinion after)
New Name and Logo for JLL
Logo detail.
New Name and Logo for JLL
Improvement chart.
New name and logo introduction.

I'm not that familiar with how people refer to this company but I feel like, the long way, "Jones Lang LaSalle", is the most common. "JLL" sounds kinda odd, but it definitely makes for a more user- and brand-friendly name. The logo doesn't really improve much. The icon is the same, except the gradients and the typography is still on the ugly side, except now there are least less letters to look at. It all feels heavy and antiquated. The best part of this is the little movie.

Thanks to Joe Clay for the tip.

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