South: Jones Lang LaSalle shortens name to JLL and unveils new logo

Underscoring its global operation, scale and vision for the future, Jones Lang LaSalle, the professional services and investment management firm specialising in real estate, has announced that it is now using the name ‘JLL’ and introducing a refreshed logo.

The shorter name and new logo are both more easily recognised and more visible in countries around the world. They are more memorable and easily pronounced in languages worldwide and also more suitable for digital applications and mobile channels.

Shortening its name to JLL is a natural evolution of the firm’s historically-rich brand, recognising that it is a truly global company located in multiple markets, with a wide range of expertise applied through many different client services. It also represents its adaptation to different communication styles in different countries, languages and channels, and especially the use of digital and online.

Charles Doyle, chief marketing and communications officer, said: “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.”

Michael Green, head of the Southampton office at JLL, said: "With the rise in market confidence, this is an ideal time to launch our new logo and restate our intentions as a leading global real estate company serving the region. Many already refer to the company as JLL so this change makes sense – it is easy to remember and travels well across the global markets in which we operate."

The JLL name and new logo will be rolled out globally over the next two years. The firm’s legal name, Jones Lang LaSalle Incorporated, and the name of its wholly owned subsidiary, LaSalle Investment Management, will remain unchanged.