LACROIX Presents New Brand Identity

Lacroix has unveiled its new brand identity with an updated logo to represent the company’s fundamental’s, in particular its unique vision of a connected and sustainable world.

Based on a transformation strategy initiated by the company in 2015, the new look highlights and strengthens two of the group’s strategic growth drivers for the future: its international visibility and synergies between the group’s businesses.

LACROIX adopts a new look

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.

A symbol of perfection, nature and regularity, the nautilus stands for energy, prosperity and luck. Its spiral shape symbolises continuous improvement, a guarantee of exponential growth. “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.

“Our logo had not changed for more than 15 years. However, during this period, we transformed ourselves, developed 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”.

LACROIX Sofrel becomes “Activity Environment of LACROIX”

This new brand identity highlights the synergies between the group’s activities and strengthens the visibility of buoyant market segments, like the smart environment. The new Environment Activity of LACROIX includes the French LACROIX Sofrel company, which is involved in the telemetry & SCDA of water networks and HVAC (Heating Ventilation and Air Conditioning) installations, and the German company SAE IT-systems, which specialises in smart grids for energy networks.

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 s.a.s remain identical and are being strengthened to intensify LACROIX’s growth in the smart environment market in France and abroad.


Convinced that technology contributes to making our living environments simpler, more sustainable and safer, LACROIX supports its customers in the construction and management of intelligent living ecosystems, thanks to connected equipment and technologies.

As a publicly-listed family-owned SME, LACROIX combines the essential agility required to innovate in an ever-changing technological sector with the ability to industrialise robust and secure equipment, cutting-edge know-how in industrial IoT solutions and electronic equipment for critical applications and the long-term vision to invest and build for the future.

LACROIX Group designs and manufactures its customers’ electronic equipment, in particular in the automotive, home automation, aeronautical, industrial and health sectorś. LACROIX also provides safe, connected equipment for the management of critical infrastructures such as smart roads (street lighting, traffic signs, traffic management, V2X) and the management and operation of water and energy systems.

Drawing on its extensive experience and expertise, the Group works with its customers and partners to build the connection between the world of today and the world of tomorrow. It helps them to create the industry of the future and to make the most of the opportunities for innovation that surround them, supplying them with the equipment for a smarter world.