Lifetime Brands, Inc. has announced the launch of a new company logo that reflects the global transformation of the Lifetime Brands business. The new corporate visual identity features a redesigned Lifetime Brands name, appearing in a combination of capital and lowercase letters, with a bold emphasis on the word “Brands.”

The company name is complemented by a circular graphic with the outline of a house in the center. The circular shape represents the company’s global presence while the house reinforces the idea that the home is the center of Lifetime Brands’ focus, the company said.

“Lifetime Brands is the leading designer, developer, and marketer of innovative products, services, and solutions for the home. Lifetime has evolved into a global company and our old logo no longer represents who we are. Our new logo offers a modern visual identity that reflects our global presence, forward thinking, and fresh approach to our business,” said Dan Siegel, evp, Lifetime Brands, Inc.

The new corporate logo will appear on the company website, social sites, and printed materials, and will debut at the Lifetime Brands booth at the International Home + Housewares Show in Chicago.