As the company celebrates its 50th anniversary, LR Baggs has changed its name and unveiled new branding. The company is now simply Baggs, and has announced that Jenny Luckett, daughter of founder Lloyd Baggs, has joined the leadership team as Creative Director.
A Pepperdine University graduate with a BA in Art and Multimedia Design and a successful entrepreneur, Luckett recently sold her January Moon children’s brand to join Baggs full-time. She has led and directed a year-long development of Baggs' core visual identity and brand message.
"Removing the LR isn't about removing Lloyd from the story," says Luckett. "It's about expanding the story. It takes something that began with one person and makes room for all the people who have become part of it. To us, Baggs is the family, and that family is much bigger than Lloyd's actual family. It includes all the people who have helped build this company and all of the people who will be part of where it goes next."
Baggs began with one person: luthier Lloyd Baggs, one of the most influential innovators in acoustic amplification. Over the past five decades, most people have simply started calling the company "Baggs." Lloyd himself introduced the shorter name three years ago on the AEG-1 guitar, where "Baggs" appears on the headstock to represent the entire team behind it. The new name makes that philosophy official.
"I'm thrilled beyond words for Jenny to be joining the company and helping guide it into the future," says Lloyd Baggs. "Not only is she amazingly talented and driven to do the right things, but she's thoughtful, kind and joyful. She's a born leader and a joy for all of us to work with."
Lloyd's role isn't changing. He remains focused on product design and innovation, with a strong management team overseeing day-to-day operations.
The new identity follows a year-long, top-to-bottom examination of how Baggs presents itself and communicates its identity today. The result: a cleaner, more legible logo, vibrant and warm color palette, and all-new original photography that reflect the company's blend of craftsmanship and innovation. A distinctive orange icon incorporates Lloyd's personal "chop," the signature he used as a fine-art master printer before becoming a luthier, connecting his history to the company's future.
"We know our products are world-class, and we want the brand around them to perform at that same level," says Luckett.
For more information visit baggs.co.
