The new shortened name is accompanied by a refreshed logo – which JLL refers to as a ‘Worldmark’, which is rendered in red to ‘make it pop’.
The new identity has been created by Berlin-based Pentagram partner Justus Oehler.
The company says it has adopted the JLL moniker as it is ‘easy to say in any language’, ‘stands out better’ and is more suitable for digital channels.
Charles Doyle, chief marketing and communications officer for JLL, says, ‘JLL is easily pronounced, remembered, visible and representative of our firm wherever we serve our clients around the world.
‘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 new name and identity will roll out internationally over the next two years, according to JLL.