Yale Preparing Refreshed Brand Identity

Sept. 15, 2020
Yale's new logo
Yale's new logo

Yale, a household name worldwide, announced a rebrand in time for the company’s 180th anniversary. Staying relevant in a time of rapid industry change, Yale has benefited from its 180 years of heritage in developing security solutions for residential and commercial properties.

“Maintaining customer confidence through consistent, thoughtful innovation has been the secret of our success, and our new identity reflects that legacy of trust,” says Jason Williams, president of the Smart Residential Group U.S., ASSA ABLOY. “With over 180 years of experience protecting everything from homes to office buildings, we’re preparing for the next 180 years with a fresh, modern identity.’’

The rebrand comes as the smart security space is moving from mechanical products to innovative smart-home solutions. ‘’Mechanical products have always been an important part of our business, but demand for digitalization and smart-home security solutions have increased over the years,” says Martin Huddart, head of Smart Residential at ASSA ABLOY. “We’re committed to constantly innovating our products to meet our customers’ needs, whether through our established mechanical products or leading smart technology offerings. Our new branding reflects this promise to always provide trust, security and safety to our residential and commercial customers.’’ 

The new branding will define Yale’s shared global identity and allow the company to provide a customized customer experience that will respond intelligently to everyone’s needs. Through the use of an updated logo, sounds, colors, typeface and other design elements, Yale will focus on warmth, trust and other positive emotions that its consumers feel towards Yale products.

The company has conducted a yearlong project to refresh its brand identity. With this new branding, the company will continue to innovate and create solutions for a brilliant brand experience. Set to officially come into effect later this year, the refreshed brand identity will be followed by new products and the global YaleLock.com website migrating to YaleHome.com.

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