ABB Logo


The ABB logo is strong and solid. The emblem represents a leader covering several directions. The elements of the symbol show a segmented approach, a developed network of subsidiaries, and growth in complementary niches.

ABB: Brand overview

ABB is a conglomerate that manufactures equipment and engages in robotics and industrial automation in 100 countries around the world. The company employs more than 110,000 people at its facilities. The corporation has a revenue of approximately $27 billion.

Meaning and History

ABB Logo History

The ABB logo is a symbol of constancy and loyalty. Since its inception, the symbol has remained unchanged. Considering that the companies that make up the conglomerate have operated separately for over a century, the symbol indicates monumental and colossal stability. In the emblem, there is a desire to glorify the country that became the home of the manufacturer and to convey to customers the reliability and confident position of the conglomerate.

What is ABB?

The Swedish-Swiss company engaged in motors, wiring products, automation of large mining, oil and gas, metallurgical plants, robotics, and digitization of production. Owns several hundred subsidiaries. Headquartered in Zurich.


ABB Logo

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

ABB is an acronym. The conglomerate was formed by the merger of two large 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 letter, A, translates to “General,” while the second and third letters, B, represent the surnames of the founders of the second company.

ASEA’s primary position in the name is due to the fact that it was founded three years earlier than Brown Boveri. The reason for the Swiss conglomerate’s merger also played its part. Despite having a large international network, the company had difficulty managing it. ASEA, on the other hand, was known for its strong management. Therefore, it assumed a leading management role in the partnership and logo.

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

The lines separating each symbol make the emblem look like:

  • A poster. The large image is made up of many individual pictures. This technique in the emblem creates the feeling of giant letters and indicates the size of the conglomerate. For the past 24 years, ABB has been one of the world’s Fortune 500 companies.
  • Puzzle. The association with the placement of each part of the picture in its place parallels the collaborative work of numerous specialists, departments, and subsidiaries.
  • Computer program. The analogy is related to the computerization and robotics that the company is engaged in.

The division of red letters into four parts with white stripes alludes to the flag of Switzerland, where the headquarters of the corporation is located. The theme of the cross echoes the symbol of Sweden. The solution looks patriotic and shows respect for both countries.

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

Font and Colors

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

  • The red color represents love and passion for what they do. The founders of ABB have been in the engineering industry for over a century and a half. They continue to delight customers with interesting solutions and offers.
  • White – the ability to start with a clean slate, to renew and keep up with the times.

This combination epitomizes the freedom, loyalty, and honesty that the Swiss flag represents.

ABB Logo Color Codes:

  • Red: Hex Code: #ee1c24; RGB Values: R:238, G:28, B:36; CMYK Values: C:0, M:88, Y:85, K:7; Pantone: PMS Bright Red C


What does ABB stand for?

The company was originally formed by the merger of Sweden’s Allmänna Svenska Elektriska Aktiebolaget (Asea) and Switzerland’s Brown, Boveri & Cie, and was originally called Asea Brown Boveri. This name was later shortened to ABB.

What is ABB famous for?

For over 130 years, ABB and its predecessors have pioneered electrical innovation.

Who owns ABB?

The most significant shareholder of ABB is Investor AB (publ), with 14% of all shares. The next largest shareholders own 5.2% and 3.0% of the outstanding shares, respectively.

What is ABB’s legal name?

The official name of the company is ABB Asea Brown Boveri Ltd, organized under Swiss law. The company is officially incorporated in Zurich, Switzerland, and is identified by company number CH-020.3.