LR Baggs has announced it’s changing its name. Going forward, the acoustic guitar expert will be known as ‘Baggs’.
The name change comes as part of the firm’s 50th anniversary celebrations, leading the way for a new modernized brand identity.
The ‘LR’ in LR Baggs referred to company founder, Lloyd. Dropping the initials is said to be part of a new initiative to ‘expand the story’ of the brand, and the result of a year-long appraisal of the Baggs identity.
The new name has been announced alongside the appointment of Lloyd Baggs’ daughter, Jenny Luckett, as Baggs’ Creative Director.
“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 adds, “I'm thrilled beyond words for Jenny to be joining the company and helping guide it into the future.
“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 in the company will not change. His work will remain focused on product design and innovation.
Baggs has positioned itself as one of the leading brands in acoustic guitar tone. It has developed a number of industry-leading amp systems and instruments, including the HiFi Duet pickup and revolutionary AEG-1, which reinvented the acoustic electric guitar.
Head over to Baggs for more.
