Schindler Logo PNG
The stylish, geometric Schindler logo is designed in three dimensions. It conveys several important meanings and underscores the brand’s strong design. The base is the wordmark, with a large graphic element above it that holds special value for the company. This symbol builds on the original visual concept and clearly communicates Schindler’s work. The modern emblem serves the same function but features a more contemporary design.
Schindler began in 1874, when precision mechanic Robert Schindler and Eduard Villiger rented a small workshop on an island in Lucerne on the Reuss River. Their company, Schindler & Villiger, repaired and made mechanical equipment, including lifts, agricultural machines, and simple freight devices. As cities grew and taller buildings emerged, the firm focused on vertical transport.
In 1883, the company moved to Sentimattstrasse. In 1892, it installed its first belt-driven electric elevator, while Villiger left the partnership. In 1901, Robert Schindler sold the business to his nephew Alfred Schindler, who turned the workshop into an international manufacturer. In 1906, Alfred opened Schindler & Cie. oHG in Berlin, the company’s first foreign branch.
In 1915, Schindler began making its own elevator motors. In 1936, it installed its first escalator in Basel, entering a new product category. After World War II, the company diversified in 1945 through Schindler Wagon AG, making railway cars alongside cranes, motors, and pumps. In 1957, the headquarters moved to Ebikon near Lucerne, and in 1971, Schindler was listed on the Swiss Stock Exchange.
As Otis Elevator Company and Kone expanded, Schindler grew through acquisitions. It bought Haughton Elevator Company in 1979, founded China Schindler Elevator Co. in Beijing in 1980, acquired Westinghouse Electric’s elevator and escalator unit in 1989, and bought Thyssen AG’s elevator business in 1997. The same year, it sold “Schindler Waggon” to ADtranz. In 1995, Schindler introduced Miconic 10, a destination-control system that changed elevator traffic management.
Meaning and History
The company’s main feature is its constant pursuit of new ways to improve its products, while also cherishing its heritage and traditions. This trait is also evident in visual identity. Across all the logos Schindler has used throughout its history, one clear message emerges. It stands for professionalism, perfection, and reliability.
What is Schindler?
Schindler is a famous Swiss manufacturer of elevators and escalators. The company has operated for over 100 years and has developed highly functional, reliable designs. Now, Schindler supplies high-quality elevators, escalators, and moving walkways in hundreds of countries. Manufacturing units on almost every continent support production.
1910 – 1925
Schindler’s owners announced its launch in 1874. But the brand’s first emblem appeared much later. The badge was presented to the public in 1910. The young artist Maxim Chatel and a founder’s family member were entrusted with its development. Their efforts produced a creative image that symbolizes the company’s direction and main principle.
The result was a round frame containing another circle, the manufacturer’s name, the founding date, and a compass-like sign. The designers intended to demonstrate perfection (through a perfectly flat circle) and architectural specialization (through the compass figure). The coloring reinforced the main message. Black symbolized high quality and professionalism, and white symbolized responsibility.
1925 – 1974
In 1925, the company updated the logo and officially registered it. The emblem was based on the previous composition. But it became more abstract and minimalistic. A large outline frame now contained the name in a more stylish font, along with a circle with a triangular cutout. It was a better circular version, using the compass from the 1910 logo.
In addition to this mark, the logo featured the founding date and the name in a cleaner, more expressive sans-serif font. These updates were intended to emphasize the respect for the company’s past and the high quality of its products.
1974 – 1985
1974 was a landmark year for Schindler as the company celebrated its 100th anniversary. To honor the occasion, the brand rebranded with a clearer, more confident logo. It was based on the previous two versions, but with more expressive, thicker contours. The logo’s filling remained the same.
It featured a circular frame with a triangular notch, the company name, and the founding date. Each element became clearer due to thicker lines and increased size. This design preserves the brand’s core strategy while strengthening its market position. This line also continues in an achromatic black-and-white color scheme.
1985 – 2006
In 1985, the company launched a new era of visual identity that continues to this day. It introduced a new approach to Schindler’s corporate identity. It retained the characteristic brand badge, showing respect for tradition and the name as the main element. At the same time, the logo’s layout and style changed completely.
Another feature was the addition of thick decorative stripes at the bottom of the badge. The company name used a simple, sans-serif font. It was notable for its excellent readability and balanced shape. The font also reflected the company’s confidence and authority as it expanded production capacity at the time.
Next to the name was the traditional brand icon, including a circle with a triangular cutout. This version filled that section with black, giving it a solid look. The new element, red stripes of varying lengths, symbolized Schindler’s additional features, energy, and progress.
2006 – today
In 2006, the company returned to its original concept, featuring a large, round icon alongside its name. But the old outline style no longer suited the brand’s active development, so the designers created an incredibly stylish abstract emblem. The decorative symbol, a circle with a triangular cutout, was updated to a new format.
The effect of three-dimensional space was used in it. Volumetric shapes were achieved through shadows, expressive lines, and open areas. The lettering was designed in a simple, massive font. Overall, this design underscored the business’s heritage, professionalism, and active development.
Font and Colors
The Schindler corporate identity is a prime example of how an original visual concept can be played with while aligning with modern brand design trends. Instead of the old-fashioned thin typeface, the lettering uses an expressive, beautiful sans-serif. It features massive shapes, smooth curves, unequal line thickness, and tight spacing.
These features make the lettering look confident and powerful. In the context of visual identity, it signifies power, strength, and high status. The name is also easy to read, which contributes to the logo’s overall recognizability. The color scheme also contrasts favorably with the old version. The current emblem uses metallic gray tones to convey prestige and elitism, along with rich red. The bright hue emphasizes energy and vitality, which fit perfectly with Schindler’s characteristics.