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Jones Lang LaSalle Is Now Just JLL, New Name Works in Any Language

Global Real Estate Firm Rebrands, Changes Logo. Says New Name is Shorter, Easier to Remember, and More Pronounceable In Different World Languages
March 4, 2014
Global commercial real estate services provider Jones Lang LaSalle (NYSE: JLL) shortened its corporate name to "JLL" as part of a rebranding that includes a refreshed logo.

The firm said its new name, already widely used as shorthand by many, and new logo are more easily recognized and visible around the world, more memorable and easily pronounced in most languages worldwide.

It's also more suitable for the growing number of digital applications across mobile channels, according to Charles Doyle, chief marketing and communications officer at JLL.

"JLL is easily pronounced, remembered, visible and representative of our firm wherever we serve our clients around the world." Doyle said.

Lights on several floors in Chicago’s Aon Center where the firm’s global headquarters were arranged to spell the JLL name at night early this month.

The move follows the 2011 decision of the former CB Richard Ellis Group Inc. to shorten its name to CBRE Group, Inc.

In another recent rebranding, Malvern, PA-based Liberty Property Trust, an industrial and office property REIT, unveiled a new logo, tagline and color palette "to better align Liberty’s visual presentation with its national operating platform." Effective Feb. 28, Liberty also changed its ticker symbol on the New York Stock Exchange to LPT to reflect the company's new visual identity.

Short names like JLL work particularly well across the digital platforms and mobile channels the company uses today and also reflects the fact that many clients, investors and other stakeholders, including many associates, already refer to the company as JLL, Doyle said.

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.

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