Founded in 1840, Yale began life as a New York-based manufacturer specialising in handmade bank locks. Today, it is one of the longest-running international businesses in the world, with million of Yale locks in use worldwide.
Yale’s refreshed visual identity includes a bespoke typeface by Jeremy Tankard and new UX, motion and sonic branding, all of which are centred around its distinctive sun-shaped logo. “We looked for something universal that would be understood around the globe. Yale already had a round yellow logo so that turned out to be a gift we could work from,” says GW+Co principal Gilmar Wendt.
“We landed on the sun as the core design idea because Yale is a warm and positive brand. You can rely on it always being there (even if you don’t see it) giving you peace of mind, and it is a big idea that is universally understood.”
The rebrand is currently rolling out internally, and will be seen externally later on in the year. For Wendt and the rest of the GW+Co team, the project has exemplified the challenges of rebranding a historic company like Yale for the digital era. “There is a need to create a future vision that builds on the past, rather than brushing it aside,” he says.