In an effort to modernize its name to suit a global language and digital applications, Jones Lang LaSalle, a professional services and investment management firm specializing in real estate, has announced that it is now using the name “JLL” and introducing a refreshed logo.
The shorter name and new logo are, according to JLL:
· 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 for the brand, the company stated in a press release, and represents its adaptation to different communication styles in different countries, languages and channels, and the use of digital and online.
“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,” said Chief Marketing and Communications Officer at JLL Charles Doyle.
The JLL name and new logo will be rolled out globally over the next two years. The firm’s legal name, Jones Lang LaSalle Incorporated, and the name of its wholly owned subsidiary, LaSalle Investment Management, will remain unchanged.