ABB Logo


The ABB logo is strong and solid. The emblem represents a leader, encompassing several directions. The segmented approach, developed network of subsidiary branches, and growth in complementary niches can be seen in the elements of the symbol.

ABB: Brand overview

Founded: 1 January 1988
Founder: Investor AB, BlackRock, Cevian Capital
Zürich, Switzerland

ABB is a conglomerate that manufactures equipment, deals with robotics, and automates production in 100 countries. More than 110,000 employees work at the company’s facilities. The corporation’s revenue is around $27 billion.

Meaning and History

ABB Logo History

The ABB logo is about consistency and loyalty. Since its appearance, the symbol has remained unchanged. Considering that the companies forming the conglomerate had been operating separately for over a century, the symbol testifies to the monumental and colossal stability. The emblem shows a desire to glorify the country that became home to the manufacturer and to convey to customers the reliability and confident position of the conglomerate.

What is ABB?

A Swedish-Swiss enterprise engaged in motors, electrical installation products, automation of large mining, oil and gas, metallurgical companies, robotics, and digitization of production. It owns several hundred subsidiaries. The headquarters are in Zurich.


ABB Logo

The company logo consists of three red capital letters composed of separate elements.

ABB is an abbreviation. The conglomerate was formed by merging two major firms: ASEA (Allmänna Svenska Elektriska Aktiebolaget) from Sweden and Brown, Boveri & Cie from Switzerland. The joint venture was named ASEA Brown Boveri – ABB. The first A translates as “General,” while the second and third Bs represent the surnames of the founders of the second company.

The primary position of ASEA in the name is related to its founding three years earlier than Brown Boveri. The reason for the Swiss conglomerate’s merger also played a role. Despite having a large international network, it experienced difficulties in managing it. ASEA, on the contrary, was famous for its strong management. Therefore, in the partnership and the logo, it took on the leading managerial role.

Gradually, the significance of the surnames and names of the past ultimately lost their importance, and the company is now associated with the three letters without any decryption.

The lines separating each symbol make the emblem resemble:

  1. A poster. A large image is made up of many separate pictures. This technique in the emblem creates a sense of gigantic letters and points to the size of the conglomerate. For the last 24 years, ABB has been among the global companies on the Fortune 500 list.
  2. A puzzle. The association with placing each part of the picture in its place draws a parallel with the joint work of numerous specialists, departments, and subsidiary enterprises.
  3. A computer program. The analogy is related to computerization and robotics, which the company deals with.

The division of the red letters into four parts with white stripes hints at the flag of Switzerland, where the corporation’s headquarters are located. The theme of the cross resonates with the symbol of Sweden. The decision appears patriotic and shows respect for both countries.

The four separate parts also speak to the four segments of the conglomerate’s work: electrification, industrial automation, motors, and robotics.

Font and Colors

Red and white represent the company very well, as they create a tandem of leadership and innovation.

  • Red – love and passion for their work. The founders of ABB have been in the engineering field for over a century and a half. They continue to delight customers with interesting solutions and proposals.
  • White – the ability to start with a clean slate, renew, and keep up with the times.

The combination embodies freedom, loyalty, and honesty, which are represented by the Swiss flag.

ABB color codes

Pigment Red Hex color: #ee1c24
RGB: 238 28 36
CMYK: 0 88 85 7
Pantone: PMS Bright Red C