LACROIX Adopts a New Look

LACROIX has unveiled its new brand identity, marking a new stage in the group’s history. The new brand identity is based on a transformation strategy initiated in 2015, built on the company’s fundamentals.

in particular its unique vision of a connected and sustainable world, 

This new branding highlights and strengthens two of the strategic growth drivers for the future: its international visibility and synergies between the group’s businesses. 

The updated company logo, with a new typography and deep navy blue colour as well as a few tweaks to the timeless “nautilus” emblem, expresses the consistency and determination of a company that has always evolved with the times, thanks to its strong family bonds and an ability to constantly innovate. 

“LACROIX has always been synonymous with boldness and innovation fuelled by its openness to the world and its engagement with major societal challenges,” explains LACROIX Executive Vice President of Communications Landry Chiron.

The logo had not changed for more than 15 years, however, during this period the company transformed by developing new expertise and consolidated around three flagship activities. 

The latter are now giving rise to formative synergies, both for the group and the future.

“We have therefore decided to converge for the first time in our history towards a single brand, LACROIX, which will strengthen our international visibility and supports the strong products and offers across our businesses.” 

The group’s new visual identity complements its signature “Connected Technologies for a Smarter World”. 

The SOFREL and SAE brand names, which have a solid 40-year reputation, remain as product brands. SOFREL thus remains associated with all telemetry and SCADA products for the water and HVAC markets, while SAE remains a brand for smart grid and energy market products.

The legal structure and organisation put in place under LACROIX Sofrel remain identical and are being strengthened to intensify LACROIX’s growth in the smart environment market in France and abroad.