JLL is engaged in consulting as well as property management, market analysis, sales, and purchase of various types of commercial and residential properties. JLL mainly deals with office, logistics, retail, hotel, and residential real estate. The team includes true professionals. One can receive assistance in conducting transactions from the initial to the final stage. Every year the company develops and offers its clients new services. It is noteworthy that JLL has focused heavily on technology and innovation in real estate. The company operates in most developed countries.
In 1997, the company IPO LaSalle Partners was founded. Two years later, it merged with Jones Lang Wootton. As a result, Jones Lang LaSalle was born. The entrepreneur Jones Lang Wootton started his business back in the 1700s and was engaged in the resale and sale of real estate. Over the years of its activity, JLL has expanded the list of its services. JLL acquired and absorbed other firms and organizations every year until it reached its current peak of power. The company unites over 91 thousand employees in more than 80 countries of the world (as of 2019).
What is JLL?
JLL is one of the established and very powerful consulting companies in the commercial real estate and investment market. Today, Jones Lang LaSalle has over 200 representative offices operating in 80 countries around the world.
The design is clean and straightforward, which makes it very suitable for a company that sets itself as an expert in the field. The full name is printed on two strokes and adjusted to the left for a clean look. The font choice has classic notes thanks to bracketed slab serifs. All the letters are uppercase, although the first characters in each word are slightly enlarged. The use of all caps gives the logo a strong, trustworthy impression. Along the name, it uses a twisted loop from three black stripes that are alternating with white ones. It is inspired by the Mobius strip and is meant to show that it constantly adapts to changing market conditions to provide the best possible services. It also symbolizes the company’s commitment to sustainability in real estate. This symbol is also often associated with endless possibilities.
The updated JLL logo features the acronym “JLL” displayed in a bold, modern font with bracketed slab serifs. The emblem to the left is kept almost unchanged. Instead of black and white, it is done in a deep red color, which conveys a sense of professionalism and energy. The use of a strong color palette is meant to reflect the power and authority of the company. The logo stayed recognizable despite being modernized.
Originally, the company stayed true to the classic combo – black and white. It allowed JLL to create a professional and timeless brand image. As it grew, it introduced red, which was meant to make the logo more noticeable among the growing number of similar logos. In addition, the bold color better reflected its strong position in the industry.
The font choices for both logos look sophisticated, authoritative, and timeless. The original logo features a serif font similar to a classic serif font with a traditional Roman style called Juliana Text Roman SC font. Later, it was switched to a more modern version, although it also features classic bracketed slab serifs. It resembles fonts such as Frontis Condensed Heavy font and Nevada Serial Bold font.