Grundfos Logo PNG
The pump manufacturer uses an abstract logo that alludes to its core business. The Grundfos logo stands out for its unusual look, combining visual lightness and massiveness with softened lines and sharp angles.
Grundfos began in Bjerringbro, Denmark, when Poul Due Jensen opened a small workshop in his home’s basement in 1944. The company initially worked on water supply and heating systems for nearby farms as Bjerringbro Pressestøberi og Maskinfabrik. In 1945, after failing to find a reliable electric pump for a local farm order, Jensen built his own. The result was Foss 1, the company’s first pump, later nicknamed “The Pig.” Only 26 units were sold.
The product line developed quickly. In 1947, the company introduced Dybfoss for deeper wells, and in 1949, it began exporting to Norway. In 1952, its engineers developed the CP centrifugal pump, a cheaper, more compact alternative to earlier piston pumps. In 1955, the Archimedean screw became the company symbol after an employee noticed its similarity to a section of the CP pump. That same year, Grundfos released the VP 32 circulation pump for heating and hot-water systems.
International growth started in 1960 with a production and sales unit in Wahlstedt, Germany. The company adopted the name Grundfoss in 1967 and changed it to Grundfos in 1968. In 1972 and 1973, subsidiaries opened in France and the United States. In 1975, Poul Due Jensen founded the Poul Due Jensen Foundation, which later became the company’s controlling owner.
In 1992, Grundfos introduced JetSub, a submersible pump with electronics built into the motor housing. In 1999, it launched the Magna circulation pump, and in 2000, it acquired Finland’s Sarlin Pump Co. In the global pump market, Grundfos competed for decades with Wilo and Xylem.
Meaning and History
Few logos were presented throughout the company’s time in the target audience’s market. Moreover, the first was immediately associated with pumping systems, thanks to the bright emblem. The logo redesign made it more minimalistic. This is the version currently in use. Overall, the brand’s visual identity is well regarded by the organization’s customers.
What is Grundfos?
Grundfos is one of the largest companies producing pumping equipment. Every year, millions of people purchase pumping units made under this brand.
Old
The original logo was introduced in 1953. Interestingly, it was based on the abbreviation “B.P.” It was used for the first two years, but in 1955, an employee presented his version to Paul Due Jensen. This logo consisted of a word inscription and an image of Archimedes’ water screw at the center. Interestingly, this screw closely resembled the inside of the CP centrifugal pump. Diagonally (top-left and bottom-right) were the words “Bjerringbro” and “Pumpefabrik”.
As a rule, the main elements were green on a white background.
before 2005
The old Grundfos logo, used until 2005, consisted of two elements: the company name and the graphic symbol of an Archimedes water screw. The word was typed in straight, uppercase letters. The bold sans-serif resembled Foundation Sans Black Extended by FontSite Inc., Annonce Regular by Canada Type, or their free counterpart ReservoirGrunge Regular by Zetafonts. The typeface was modern and simple, making the lettering legible.
The Archimedes water screw on the emblem reflects Grundfos’ specialization in pumping systems for moving liquids. The artists depicted this engineering device in a simplified way, using only two colors: white and dark blue.
2005 – today
The logo’s only redesign significantly simplified it. The Archimedes’ water screw was removed. The basis included a verbal inscription and an emblem located on the right.
The brand name uses a classic bold sans-serif font with rounded corners. The generous spacing between letters makes the inscription look stricter and more confident.
The company logo visually depicts two intersecting orbits. Overall, this element resembles a stylized letter “X.. Still, it doesn’t associate the logo with Grundfos activities as the original did.
Font and Colors
The original logo used an elegant serif font with thin letter lines. However, the verbal inscription was somewhat lost against the emblem’s background, which was the logo’s main element. After the redesign, the font was replaced with a more businesslike one. Bold sans-serif letters convey confidence and reflect the company’s strength and ambition. Also, they harmonize with the emblem.
Regarding the color palette, both versions preferred conciseness. Initially, it was green on a white background, but after a redesign, it was changed to blue. Thus, the laconic color scheme does not distract potential buyers of Grundfos products, allowing them to concentrate on the product.