ASSA ABLOY won the Gold for ‘Excellent Brands – Building and Elements’ at the 2019 German Brand Awards in recognition of their focused and consistent brand identity development.
According to the jury, “ASSA ABLOY has succeeded in uniting a number of brands under one umbrella brand, coherent and clean and tidy in both form and content. The entire ASSA ABLOY brand presence appears homogeneous across all touch points, while also maintaining a high-quality and modern appearance at all times.”
ASSA ABLOY’s global brand director Heléne Ström says: “We want our customers and partners to easily recognise us: so they know what to expect, whether it’s a product or a website.
“We now have consistent and contemporary designs and guidelines for several of our brands in place. We share certain elements across brands; icons, for example. We want these to be used by all our brands, so they are recognisable.”
Christof Ronge, global industrial design director, ASSA ABLOY, explains: “From a design perspective, the concept is to make things beneficial to the customer, with one look and feel: a consistently recognisable visual experience throughout all customer touch points in the ASSA ABLOY brand journey.
“It’s not about fashion; it’s about function, trust and recognition. It makes it easier for both us and our customers to conduct business if we have a consistent brand.
“Consistency in design results in a consistent look and feel to our products, which in turn stimulates growth. People are simply more attracted to attractive brands – one message and one look results in organic growth.”
The German Brand Awards are offered jointly by the German Design Council and the German Brand Institute to honour successful brands, consistent brand management and sustainable brand communications.