Lloyd’s Register (LR), the global engineering, technical and business services organisation, has refreshed its 253-year-old brand identity.

LR has officially replaced the previous plain blue text of its name between two horizontal lines with an emblem of its shaded white initials infused together inside a blue square. This new logo was inspired by the ‘LR stamp of approval’, which dates back to 1884.

CEO of LR Richard Sadler comments, ‘‘We wanted to refresh our brand identity to reflect these changes to the market, our clients and all our stakeholders – with a logo that works in the digital age.”

Despite this change, the company’s name will remain the same. Sadler adds, ‘‘we will continue to be called Lloyd’s Register, recognising the value that the Lloyd’s name has around the world as a mark of quality.”