Lorient's brand evolution

We are thrilled to unveil our refreshed logo and brand identity, marking a significant milestone in our brand's evolution. Since its inception in 1979, the original Lorient logo has been a steadfast symbol for us – recognised internationally. Over the years, Lorient has experienced continuous growth and transformation; and in 2018, we became part of the ASSA ABLOY Group. Our new branding reflects our journey and embodies who we are as a company today & symbolises our future.

Why change the logo?

First and foremost, our goal was to forge a stronger link with our master brand, ASSA ABLOY. While Lorient is well-known among fire safety and construction professionals, few recognise that we are part of a much bigger story. Secondly, we’ve taken the opportunity to modernise & refine our existing Lorient logo; while retaining brand recognition and relevance in the our industry.

So, what’s new?

At its core Lorient remains the same – a company dedicated to manufacturing the highest quality sealing systems our industry has to offer; helping to save lives & protect property. The logo change will not involve any modifications to the nature or operations of the company, nor will it in any way affect our existing relations with our clients and partners. Only on the surface, you’ll see our new identity begin to rollout across our marketing materials.

Behind the design 

Our primary goal was to ensure that the logo remained recognisable and memorable, while propelling it forward to reflect our current identity and embody our dynamic future.

The logo is made up of the wordmark, which features a contemporary architectural typeface and the abstract flame symbol (our core proposition) – which has been reimagined with curved lines in an upwards trajectory to signify progress & growth. The new colour palette – incorporates blue / violet hues which emanate when fire is at its hottest.

Our logo is endorsed by our master brand ASSA ABLOY. The two logotypes are connected with a thin graphic element between them.

In conclusion, the rebranding of Lorient represents a significant step in the company’s evolution. The new identity encapsulates our strength, technical expertise and forward-looking culture of our company.

You’ll notice the logo introduced across all of our marketing collaterals in the coming months – if you’d like the brand toolkit please contact mktg@lorientuk.com.