Yale Unveils Brand Refresh to Celebrate 180th Anniversary

The new branding will consist of an updated logo, website, sounds, colors, typeface and other design elements.

NEW HAVEN, Conn. — Yale announces it has conducted a year-long project to refresh its brand identity in honor of the company’s 180th anniversary.

The home security expert says it has liaised with colleagues from across the business as well as those using Yale products in their everyday lives to create a modern, fresh and bright brand identity that has helped redefine the Yale story and will meet consumers’ future expectations.

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.

The new branding will consist of an updated logo, sounds, colors, typeface and other design elements. Yale says it is focusing on warmth, trust and other positive emotions that its consumers feel towards its products.

The company says it now offers not only a refreshed brand identity, but globally unified technology and products that will offer a consistent user experience and trusted solutions to consumers.

“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, according to the company.

“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 wide range of smart products in the Yale ecosystem include smart locks and smart storage that connect to the user-friendly Yale Access app, the all new Yale mobile app that enables customers to remotely access and manage Yale smart products from their smartphone.

The app allows users to lock and unlock, share access with trusted family, friends and service providers, view access history, receive notifications on the lock’s activity, and check the lock’s battery life from wherever they are in the world. The app works alongside the Yale Connect WiFi bridge to give users the ability to get their lock’s status and operate it remotely.

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