ASSA ABLOY wins German Brand Gold Award 2019

Heléne Ström, Global Brand Director, and Christof Ronge, Global Industrial Design Director at ASSA ABLOY accepted the “Gold Winner” award in the “Excellent Brands – Building and Elements” category. The award ceremony was held on 6 June in Berlin as part of the German Brand Convention. More than 1,250 entrants from 19 countries were vying for this year’s German Brand Award.

ASSA ABLOY impressed the judges with the targeted and consistent development of their brand identity across the entire corporate group. This includes world famous brands, such as Yale and others with a track record of success spanning decades, such as IKON, effeff and KESO. The panel of inter-disciplinary and distinguished judges argued that: “ASSA ABLOY has succeeded in uniting its multiple brands into the one single brand, in terms of form and content and in a neat and tidy way that is inherently consistent down to the last detail.” “The whole brand image appears homogeneous across all touchpoints and at the same time consistently of high quality and modern. This is a significant achievement, which was only possible because the company did not lose sight of its strategic goals, which it pursued in a targeted and consistent way over the long period of time that is necessary for such an undertaking.”

Christof Ronge explains the design concept: “Brand management does not revolve around trends. It's about function, trust and recognition. Consistent design creates an homogeneous image of our products and offers our customers a coherent visual experience of the ASSA ABLOY brand journey. People feel drawn to attractive brands – and ultimately, a clear message that arouses people’s interest leads to organic growth.”

Not only does the German Brand Gold Award recognise the winner, ASSA ABLOY, as an outstanding brand leader, but it is also a design boost for the locking and security technology sector.