LAPP is simplifying and unifying its global brand identity

The new branding is LAPP’s response to the fact that what was originally a cable manufacturer has developed into a provider of connection solutions

LAPP, experts in connection technology, has unified itself to one brand. By using the name LAPP in uniformity, the family company is underlining its international alignment and positioning themselves as world leader in connection technology. In future, national subsidiaries and departments will all operate under the name LAPP – one name and one logo for the company across the world, offering its customers the same outstanding service at all times, wherever they are.

Representing the company’s core values

The new brand identity was on display for the first time at the Hanover Trade Fair this year. Hereafter, the family name will represent the company’s fundamental values – focus on success, customers, innovation and family.

The new branding is LAPP’s response to the fact that what was originally a cable manufacturer has developed into a provider of connection solutions. Name affixes such as “Kabel”, “Cable” or “Cablo”, which have been used in many countries since the company was founded in 1959, will disappear. In recent years, LAPP has successfully developed into a provider of integrated solutions and branded products for numerous industries and applications; as evidenced by the positive results for the past financial year which saw a 13.9 per cent increase of global turnover.“Now is the right time to have a uniform name worldwide and a unified logo to link everything together,” explains Chairman Andreas Lapp. Customers and their needs were at the heart of the decision. “These days it is no longer so important in which country our customers buy our products and where they are delivered to – we’ve been working as an international team for a long time. It is a logical progression for our external identity to reflect that. And what’s more: that is exactly what our customers expect”, Andreas Lapp continues.

The change is a rational step in the company’s development but is also a joint decision by the Lapp family – LAPP is still LAPP. This was shown by the change of generations that occurred in 2017, when Matthias Lapp, a member of the third generation of the founding Lapp family, took over the role of CEO for Europe, Africa, the Middle East and South America.