JLL, the global commercial real estate services firm formerly known as Jones Lang LaSalle, adopted its current visual identity in March 2014. The rebrand paired a shortened company name with a refreshed logo built around a symbol the firm calls the “Worldmark.”[1]
Design and History
On 4 March 2014, Jones Lang LaSalle announced it was now using the name “JLL” and introducing a refreshed logo.[2] The company said the shorter name was a natural evolution of its brand, noting that JLL is easily recognized, memorable and pronounceable in languages worldwide, and suitable for digital applications and mobile channels.[2]
Pentagram Berlin, led by partner Justus Oehler, created the new identity.[3] According to Pentagram, the firm retained the existing “Worldmark” symbol for the refresh but made it red “to help it better stand out” and added shading to make it more dimensional.[1] The symbol was paired with a new JLL wordmark that replaced the full name Jones Lang LaSalle, which had previously been set in Minion Pro Condensed.[1]
The JLL name and new logo were rolled out globally over the following two years. The firm’s legal name, Jones Lang LaSalle Incorporated, and the name of its wholly owned subsidiary, LaSalle Investment Management, remained unchanged.[2]
Meaning and Symbolism
The JLL symbol is known as the “Worldmark” and represents “a truly global company comprised of multiple strands of expertise working in collaboration.”[1] Charles Doyle, JLL’s chief marketing and communications officer at the time, said the logo symbolizes “a global company with local roots, built from multiple types of expertise, working in collaboration with clients wherever they need our services.”[4]
Typography and Design
The JLL letterforms were newly drawn by the Pentagram designers for the identity. They are described as “bold yet narrow serif letters that look modern but still carry the heritage of the brand.”[1] Pentagram also produced a set of design guidelines and templates for the identity.[1]
In a later brand refresh built around the idea “SEE A BRIGHTER WAY,” JLL retained the existing logo, recognizing its strong market presence, while updating other visual elements and introducing a logo lock-up in horizontal and vertical formats.[5]
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