Tchibo Logo

Tchibo LogoTchibo Logo PNG

The Tchibo logo represents the company’s unique business model, which started as a coffee brand and evolved into a multi-channel retailer. This symbol highlights Tchibo’s dynamism and adaptability, offering high-quality coffee and a range of new products weekly, from clothing to electronics. The emblem has become a symbol of quality coffee and a diverse product range that enriches everyday life.

Tchibo: Brand overview

The Tchibo brand was born in Hamburg, Germany, in 1949. It quickly became a big name in coffee and retail. Founders Max Herz and Carl Tchilling-Hiryan started Tchibo as a mail-order business, selling high-quality coffee directly to customers. They named the company “Tchibo,” a combination of Tchilling’s last name and the German word for beans.

In the 1950s, Tchibo introduced “Frisch-Röst-Kaffee,” or fresh-roast coffee, which meant roasting, grinding, and shipping coffee so it would arrive fresh. This move set a new bar for coffee quality.

During the 60s and 70s, Tchibo started selling more than coffee. They opened stores and sold various items, from clothes to appliances. They also started “A New World Every Week,” where stores offered new products weekly. This made Tchibo popular across Germany.

The 80s and 90s were about growing bigger and going international. After the Berlin Wall fell, Tchibo opened stores in Hungary, Poland, and the Czech Republic. In 1991, Tchibo bought part of Beiersdorf AG, the company behind Nivea, expanding its range to include consumer goods and skincare.

In the new millennium, Tchibo went online with, becoming one of Germany’s top e-commerce sites. The company focuses on sustainability, selling fair trade and organic coffee, and supporting farmers.

Meaning and History

Tchibo Logo History

What is Tchibo?

Tchibo is a German company best known for its coffee. It offers a wide range of coffee products, including whole beans, ground coffee, and machine capsules. Besides coffee, Tchibo also sells various products ranging from clothing and accessories to household appliances and furniture, introducing new items every week. This unique business model has made Tchibo a well-known and popular European brand.

1949 – today

Tchibo Logo

Founded in 1949 and thriving, Tchibo’s visual identity speaks for itself. The company logo prominently features a skillfully drawn coffee bean with steam rising from it, instantly suggesting a freshly brewed, aromatic cup of coffee. This design evokes the sensation of delicious aroma spreading, appealing to coffee lovers.

The name “Tchibo” comes from its founder, businessman Carl Tchilinghiryan. It blends the German pronunciation of his surname, “Tchilling,” with “Bohne,” the German word for bean, reflecting the company’s focus on coffee and the founder’s impact on its development.

The Tchibo logo’s color palette is also meaningful. Gold shades represent the premium quality of their products, which is significant because coffee was a luxury during the company’s early days in post-war Germany. At that time, coffee supplies were scarce, and their access was limited, making every cup a treasured pleasure. Thus, the gold in the logo underscores the product’s high quality and historical value.

The logo’s dark blue background adds depth and seriousness to the image. This color creates an atmosphere of harmony and richness and is associated with the high quality of the coffee beans Tchibo offers. Dark blue also conveys reliability, reinforcing the brand’s image as a producer of top-tier products.

Font and Colors

The Tchibo logo is marked by a custom-designed italic sans-serif font that gives it a modern, stylish look. This font combines uppercase and lowercase letters with elongated lines that add elegance and uniqueness to the design. Notably, the capital “T” features a horizontally curved bar, injecting a dynamic and lively feel into the text.

The logo’s final letter, “O,” is uniquely styled to mirror the brand’s emblem, creating harmony and balance. This design ties the lettering to the emblem and reinforces the logo’s integrity and memorability.

The Tchibo logo’s color scheme uses a gradient of golden hues that evoke luxury and high quality, consistent with its standards.

The sophisticated color pairing and distinctive font design enhance Tchibo’s brand identity, portraying an image of elegance and high quality that aligns with its values.


What does the Tchibo symbol mean?

The Tchibo logo, featuring a roasting coffee bean, is simple but meaningful. It reflects the origin of the company’s name, which combines co-founder Carl Tchiling Hiryan’s name with the German word for bean, “Bohne.” This shows Tchibo’s long-standing commitment to coffee since its start.

The roasting bean in the logo represents the journey of coffee from a raw bean to a rich, flavorful drink. It highlights Tchibo’s focus on quality and freshness, which have been essential aspects of their business since 1949. This symbol also reminds us of Tchibo’s growth from a small mail-order business to a major player in the global coffee market. It conveys warmth, energy, and the pleasure of enjoying a great cup of coffee, aiming to connect with coffee lovers everywhere.

Who is Tchibo owned by?

Maxingvest owns Tchibo, a well-known coffee brand Max Herz started as a small mail-order business in 1949. Since then, Tchibo has become a major name in the coffee world, offering high-quality products and innovative shopping experiences. The Herz family has played a key role in Tchibo’s growth and continues to do so through their ownership of Maxingvest.

Through Maxingvest’s ownership, Tchibo honors Max Herz’s legacy while growing its international presence. This showcases the family’s dedication to entrepreneurship, quality, and innovation.

What is the revenue of Tchibo?

In 2021, Tchibo, a popular Hamburg-based company, saw a 4% increase in revenue, hitting €3.25 billion ($3.25 billion). Despite the tough times caused by the COVID-19 pandemic, Tchibo found a way to thrive by making smart business moves.

Tchibo’s parent company, Maxing Vest, noted the big role of online and supermarket sales in keeping the business strong. Because the pandemic forced Tchibo cafés and stores to close, boosting online sales and partnering with supermarkets greatly helped. This strategy was key in helping Tchibo stay afloat when their usual sales channels were hit hard. Tchibo kept up with the shift towards online shopping, which was a big deal during the pandemic. Their quick move to enhance online sales and collaborate with supermarkets showed they were paying attention to how people’s shopping habits were changing.

Tchibo’s ability to quickly adapt during the pandemic highlights how the retail sector can remain solid by meeting customer needs and preferences. Tchibo made sure shopping with them was easy and convenient, whether online or in a supermarket, showing they truly value their customers. Tchibo’s success in a globally challenging situation proves they’re adept at evolving their strategies to overcome obstacles.

Who is the founder of Tchibo Coffee?

Tchibo Coffee, known worldwide for its coffee and products, was started by Max Herz and Carl Tchiling Hiryan. They began with a small mail-order business selling coffee, a new idea.

“Tchibo” combines Carl Tchiling Hiryan’s last name and the German word for bean, “Bohne.” This shows how they creatively linked their names to what they were selling: coffee.

Herz and Hiryan set the groundwork for Tchibo to become a leading name in the coffee world, known for its quality and innovation. They started with just coffee but grew to include all sorts of items, from clothes to household goods, always with coffee at the center.