CHICAGO—Underscoring its global operation, scale and vision for the future, locally-based Jones Lang LaSalle changed its logo and is now using the name JLL. According to the firm, the shorter name and new logo are easily recognized and visible in countries around the world; memorable and easily pronounced in languages worldwide, and suitable for digital applications and mobile channels.
Charles Doyle, chief marketing and communications officer at JLL explains that “Although we are adapting our name, our cultural foundation of collaboration, integrity and delivering real value to our clients, people and investors remains constant and unchanging. JLL is easily pronounced, remembered, visible and representative of our firm wherever we serve our clients around the world.”
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, says the firm. It also represents its adaptation to different communication styles in different countries, languages and channels, and especially the use of digital and online.
Doyle adds that “The JLL ‘Worldmark’ logo symbolises all of this: a global company with local roots, built from multiple types of expertise, working in collaboration with clients wherever they need our services.”
The JLL name and new logo will be rolled out globally over the next two years. The firm’s legal name, Jones Lang LaSalle Inc., and the name of its wholly owned subsidiary, LaSalle Investment Management, will remain unchanged.