Markenrelaunch Schulte-Schlagbaum-Gruppe
Winner
Excellence in Brand Strategy and Creation
Brand Strategy – B2B
Details
How do you combine a heritage in locking systems with digital innovation? To mark the SAG Group's new strategic direction, we developed more than just a comprehensive corporate design – we created a new identity. The central element is the barrier (Schlagbaum), which has been part of the SAG logo since the company’s founding. In its highly stylized form, the new barrier serves as the visual link between all group companies. Its dynamic shape conveys the dawn of a new era, while the horizontal shift within the diagonal line evokes a locking mechanism – a direct nod to SAG’s roots as a manufacturer of mechanical locks.
The Jury‘s Statement
As several specialised companies were brought into closer alignment, the Schulte Schlagbaum Group faced a key B2B task: to shape a shared umbrella brand from differing market presences without blurring the profiles of the individual brands. The relaunch addresses this through a clear brand architecture and a guiding element that links heritage with a new direction. The stylised barrier creates a shared system across trade fairs, moving image and corporate design, giving the group presence a precise structure.
