Cable and connection technology
Lapp with a new brand image
Connection technology expert Lapp continues to develop its brand. With the name LAPP - versal and without addition - the family-owned company emphasizes its international orientation and its positioning as a leading provider of connection solutions.
In future, the national companies and departments will operate under Lapp and dispense with an additional name. One name and one logo for the entire company is the message. The new brand identity was presented for the first time at the Hannover Messe.
The company's new image reflects the fact that the cable manufacturer has become a provider of connection solutions. Name affixes such as "Kabel", "Cables" or others, which have been used in many countries since the company was founded in 1959, are disappearing. In recent years, Lapp has successfully developed into a provider of integrated solutions and branded products for many industries and applications, as evidenced by the positive results of the last financial year.
"Now is the right time for a globally identical name and a uniform logo that connects everything," explains CEO Andreas Lapp. Customers and their requirements were at the heart of the decision. "Even today, it is not so important in which country our customers buy our products and where they want them delivered; we have been working as an international team for a long time. It is therefore only logical that our external image should reflect this. And that's exactly what our customers expect too," Andreas Lapp continues.
The change is a logical step in the company's development, but also a joint decision by the Lapp family - Lapp remains Lapp. This is demonstrated by the generational change that took place in 2017, when Matthias Lapp, representative of the third generation of the Lapp family of entrepreneurs, took over responsibility as CEO for Europe, Africa, the Middle East and South America. kp
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