PERGOLUX Unveils New Brand Identity Across Global Markets

PERGOLUX introduces its first brand refresh since its founding in 2021. The outdoor living company rolls the new look out in Autumn 2026 across its 13 international markets while keeping the name, products and team trusted by over 150,000 customers worldwide.

The new mark draws on visual forms of outdoor structures and people gathering together, reflecting the company's growth and its founding belief that a comfortable outdoor space should be within every homeowner's control, not a contractor's.

If you already own a PERGOLUX pergola or you're comparing us to other brands, here's exactly what changed, why, and what it means for you going forward.

Why PERGOLUX Changed Its Brand Identity

We started PERGOLUX on a simple belief: a life gathered outdoors, on your own terms, shouldn't be out of reach. Not locked behind contractors, high building costs, not delayed by permits, not dependent on the weather cooperating. Just yours to build, whenever you're ready for it.

That belief hasn't changed. What's changed is that, over the past five years, PERGOLUX expanded to 13 markets and surpassed 150,000 customers. We support more property owners in building their own version of outdoor life than we ever expected five years in.

Our old branding did its job getting us here. The new design helps us say more about where we were headed.

As our CEO and co-founder, Johannes Lauchenauer, put it:

"I wanted my kids, my parents, the people I love, to know exactly where to go to feel loved. Somewhere gathered. Somewhere connected. Somewhere that felt like ours, on our own terms... The barriers that were keeping people from that life (cost, complexity, waiting on someone else's schedule) we took those apart, piece by piece. We just finally built a mark that can carry that belief properly."

What the New PERGOLUX Logo and Brand Mark Represent

A logo is supposed to be recognisable. We wanted ours to do more than that.

Our company name isn't going anywhere, but it has a new logo that strengthens our connection to outdoor solutions. Look closely at the shape and you'll see the things that have always defined PERGOLUX. Nothing about the mark is decorative; every line in it is something we've actually built, or something that happens underneath what we've built.

As Johannes explains it:

"We wanted it to act as a beacon. A signal that finds the people who feel this disconnect too (who are looking, even quietly, for a way back to a gathered life) and gives them something to walk toward, together. Not a logo you notice. A mark you recognise yourself in."

The Details Behind the Mark

Every element traces back to something physical and built, not a trend borrowed from a mood board:

The angle of a pergola beam
The line of an awning extended against the sky
The Hyette structure inspired by our Nordic origins
The overall coming together of community

How the New Brand Identity Reflects PERGOLUX as a Company

Our Chief People Officer, Christian Renz, has spent the past year helping our team develop new branding. He thought beyond what the brand should look like to make sure we put deep consideration into who PERGOLUX is and who we are for.

"Long before anyone sketched a symbol, the real work was sitting with that question as a company. It doesn't stay contained to a brand deck. It shows up in how we work together, who we choose to hire, and (maybe most tellingly) how our own people describe this company to their friends when they're not being asked to perform 'brand voice.' The mark didn't answer 'who are we.' It's just the visible result of us finally being able to answer it."

One Shared Language Across 13 Markets

Since launching in Germany, PERGOLUX has expanded into the United States, United Kingdom, Australia, Austria, Switzerland, Italy, France, Sweden, Denmark, Norway, Chile, and Brazil. We work with customers and teammates across multiple languages every day, and our new brand helps us speak in unison.

Christian explains the unifying role of our new look:

"It gives us a shared language across offices that have never met... It's the one piece of shorthand every person in this company can point to and mean the same thing by, whether they've been here five years or five weeks, whether they've met me once or never."

What Hasn't Changed With the PERGOLUX Rebrand

The company name is the same. The products are the same. The team, and the belief driving all of it, are the same. What's different is that our new mark carries all of that properly as we continue to grow and support more customers around the world.

What the New PERGOLUX Brand Means Going Forward

This mark is built to travel further than a name alone ever could. It's meant to work the same way for a customer discovering PERGOLUX for the first time as it does for someone who's worked here for years: a signal, a shorthand, something to recognise yourself in.

We didn't wait for perfect conditions to make this change. We don't think a gathered life should have to, either.

If you're curious about the people and the story behind the brand Read more about PERGOLUX, or explore the current pergola collection to see where that belief has taken us.

More of life, your way.
Tamlyn Wilson, Global Head of Brand at PERGOLUX