The German Association of Mechanical and Plant Engineering (Verband Deutscher Maschinen und Anlagenbau, VDMA) has carried out a complete rebranding for the first time in 25 years. The organization, founded in 1892 and uniting more than 3,600 medium-sized companies, has presented a new logo and a modern visual identity system.
The updated mark retains the recognizable four-letter abbreviation but has become lighter and more precise. The new typeface, which lacks a horizontal bar in the letter “A,” gives the inscription a neat, contemporary look. Instead of the previous arcs made of concentric circles, a new symbol, called the “Pulse,” has appeared: six parallel lines with a slight rightward tilt. They reflect the energy and forward momentum of German mechanical engineering, symbolizing technological progress and the industry’s strength.
VDMA’s leadership notes that the updated style demonstrates the industry’s readiness to respond to global challenges and continue its course toward innovation. The rebranding conveys the unity and ambition of European mechanical engineers, underscoring their role in advancing the industry and the region’s economy.
With the update to the visual system, a new slogan has also been introduced: “Developing Europe’s Mechanical Engineering Industry.” The official website address has also been changed. The association is now represented under the domain “vdma.eu,” reflecting its European scale.
The color scheme remains in its familiar shades of blue and orange. The new style is based on simplicity of form and functional typography. The association’s communications have become more modern and accessible.
The update has strengthened VDMA’s positioning as the leading association of European mechanical engineering, capable of speaking with confidence and a systematic approach about the industry’s future.
