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The ASSMANN brand name speaks for itself

Office furniture manufacturer from Melle presents new brand identity


Clear, modern and timeless – that’s the new brand identity for ASSMANN. To chime with the company’s 80th anniversary next year, the corporate design and logo of the family firm from Melle have been modified and redesigned in a more contemporary style. 

“Modern and reduced to the essentials, the brand name ASSMANN is the clear focus,” says Dirk Assmann, Managing Partner. Consequently the additional text ‘Office Furniture’ and the slogan ‘Good work’ are being dropped. The latter will continue to be used only in selected contexts. The new corporate design and logo celebrated their début at ORGATEC 2018, along with the relaunched website and all communications materials, which have been conceived along more functional lines and redesigned in a clear, modern style as part of the new brand identity.

The relaunch was preceded by some fundamental reconsiderations. ‘In eight decades, the company and its way of working have changed just as much as our products and services, as well as the demands of our customers and trading partners. It was time to adapt the brand identity to these changes,’ says Assmann. Accordingly, the direction taken by the design process was clearly oriented in terms of market strategy – with the aim of significantly increasing the future market visibility of ASSMANN, even outside its sector. The previous addition of ‘Office furniture’ to the logo was restrictive, since ASSMANN, with its wide range of services and provisions, has long been more than simply a manufacturer of office furniture systems.

“The brand identity is timeless and clear: the name ASSMANN speaks for itself and is placed more clearly at the centre. Reduced to the essentials,the logo gives the brand a more modern, self-confident image. Moreover, in future, the colour red will be more dominantly foregrounded, since a good corporate design only needs one main colour,” says Marc Schumann, Marketing Director at ASSMANN. And even if the slogan ‘Good work’ will no longer necessarily be connected with the logo, it is precisely this promise that ASSMANN will, of course, continue to honour. As Dirk Assmann says: “Our firm has stood for good work for 80 years, and nothing will change that.”