We are celebrating our 180 anniversary!

Trusted Every Day

Yale welcomes a brand-new day with a refreshed brand identity

As the only global residential brand in ASSA ABLOY’s portfolio and one that has been trusted by customers for 180 years, Yale’s rebrand reflects its expansion past locks into home security

A household name in many countries worldwide, and with the world constantly shifting and changing to suit the digital lifestyle of many, Yale has released a rebrand just in time for the company’s 180th anniversary. Staying relevant in a time of rapid industry change, Yale has benefitted from its 180 years of heritage in developing security solutions to not only offer a refreshed brand identity, but globally unified technology and products that will offer a consistent user experience and trusted solutions to consumers.

‘’Being one of the most trusted brands and innovating thoughtfully has been the secret of our success, and a refreshed identity along with the global integration of our technology and products will extend possibilities for our customers. With over 180 years of experience and our culture of innovation, we’re excited to see what the future holds for Yale!’’ – says Kate Clark, Managing Director, Yale EMEA.

The rebrand comes as the home security space is moving from mechanical products to innovative smart home solutions: ‘’While our mechanical products still form a significant part of our business, over the last years we have largely focused on meeting the growing demand for highly innovative smart home security solutions. As digitalization continues to grow in the mechanical security sector, our mission is to continue innovating our offering to stay on top of our consumers’ needs and, with the help of this new branding, emphasize Yale’s focus on trust, approachability and personalization along the way.’’ adds Kate Clark.

The new branding will define Yale’s shared global identity and allow the company to offer an excellent, customized customer experience that will respond intelligently to everyone’s needs.  Just like the sun, Yale is always there when needed, supporting and making people feel safe at any time of day. Trusted every day, Yale aims to be the world’s most trusted home security brand. Through the use of an updated logo, sounds, colors, typeface and other design elements, Yale is focusing on warmth, trust and other positive emotions that its consumers feel towards Yale products.

Trust, security, and safety makes life easier by reassuring people that they can get on with their lives. With brand values like understanding and putting consumers’ needs first, continuous innovation and aiming to create a seamless experience with an ecosystem of integrated products, platforms and services, Yale has been setting standards since 1840 and has worked hard to earn trust of consumers throughout the centuries.

A wide range of smart products in the Yale ecosystem, such as Smart Locks and Smart Storage, 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 or friends, 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 Wi-Fi bridge to give users the ability to get their lock’s status and operate it remotely.

To further support its efforts in bringing consumers trusted everyday convenience, the company has conducted a year-long project to refresh its brand identity. ‘’We’re gearing up for the next 180 years by incorporating a fresh approach to smart home security’’ - says Martin Huddart, Head of Smart Residential at ASSA ABLOY.

The home security expert 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.

The new branding comes into effect as Yale celebrates 180 years of trusted innovation in protecting the things and people that its consumers care about most. With this new branding, the company will continue to innovate and create solutions for a brilliant brand experience. 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.