Rebranding: AUMA
Challenge and desire
Rebranding a global technology brand
AUMA is a globally recognized name synonymous with electric actuators, precision, and technical reliability. A brand with decades of history, an international presence, and significant relevance in critical infrastructures.
But even strong brands need to evolve. Not to follow trends – but to make their substance visible in a contemporary way.
This is precisely where the rebranding came in. Our task: to sharpen AUMA's identity without altering its core values. On top of that: to create a visual identity that functions consistently across the globe while simultaneously offering room for future growth.
AUMA enjoyed high brand recognition and technological expertise. However, its visual identity had evolved organically over the years. Differing applications, varying imagery, and a lack of consistency meant the brand didn't have the same impact everywhere.
The central question was therefore not: "What does AUMA look like?". But rather: "What does AUMA stand for – and how do we translate that visually?"
Approach and strategy
Brand building begins with listening.
The process began with an interdisciplinary brand workshop. Representatives from various departments contributed their perspectives – from marketing and sales to technical areas.
The aim was to look at the brand from different perspectives:
- How is AUMA perceived internally?
- How is AUMA perceived externally?
- What values underpin the brand?
- What are the expectations for the future?
These discussions revealed key brand values: technical excellence, reliability, international strength, and collaborative partnerships. These values became the strategic foundation of the rebranding – not as buzzwords, but as genuine guidelines for design decisions.
"After intensive work and global collaboration, we have reached an important milestone for AUMA with our new brand identity."
Marc Rösch
Lead Marketing AUMA Group
Concept and solution
Logo evolution: Minimal intervention, maximum impact
The AUMA logo has a high recognition value. A radical relaunch would have done more harm than good. Instead, the logo was selectively refined.
The adjustments were deliberately minimal, but effective:
- more precise proportions
- More stable overall appearance
- clearer lines
- improved stability during performance
Today the logo appears calmer, more confident and more contemporary – without denying its origins.
An evolution that strengthens the brand personality, rather than redefining it.
A crucial part of the project was developing a logo system for sub-brands and subsidiaries. AUMA has an international presence – with diverse units, markets, and applications. Until now, there was no clear system for how these visually belong together.
The new logo system creates:
- clear hierarchies
- defined naming architectures
- uniform placement logics
- Scalability for future expansions
This creates a brand ecosystem that demonstrates belonging while simultaneously allowing flexibility. A system that creates order – not restriction.
Next, we moved on to the Colour worldFor this purpose, the color palette was expanded and structured. Not as an aesthetic gimmick, but as a functional tool.
Primary colors define the Brand essence.
Secondary colors allow for differentiation.
Accent colors create targeted highlights.
The result is a color world that is both technically precise and visually vibrant – and works reliably in international applications.
The new visual language puts AUMA in the spotlight as a global technology partner. Instead of interchangeable industrial photography, a visual language has been created that:
- technical precision is demonstrated
- incorporates real-world application scenarios
- Making people visible in an industrial context
- international perspectives integrated
The imagery conveys competence – without appearing cold.
It showcases technology for what it is at AUMA: relevant, precise and close to reality.
In addition, concise key visuals and identifier elements were developed. They provide the brand with a visual framework and create recognition across media and markets. These elements function flexibly – both digitally and analogously – and strengthen the brand's visual coherence.
Finally, a well-thought-out page layout and defined grids form the design foundation. They ensure clear hierarchies, clean application, and reproducible design. This is crucial, especially for an international brand: consistency arises not from control, but from good systems.
Implementation
Style guide and brand portal: Making the brand understandable
All rules, principles, and applications were compiled in a comprehensive Style guide Documented. Not as a rigid set of rules, but as a practical working tool. A guide that provides orientation and creates security – for internal teams as well as for external partners.
Furthermore, a digital brand portal was developed in collaboration with AUMA. This central location provides assets, guidelines, and templates, making the brand accessible, understandable, and applicable.
It ensures that the rebranding is not only visible, but also tangible.
AUMA's rebranding is not a visual gimmick, but a strategic evolution. It achieves:
- Clarity in presentation
- Consistency across markets
- Structure for future growth
- Security in the Brand management
Or to put it another way: A brand that hasn't become louder – but more precise.
This text was created with the support of AI.
“Special thanks go to our creative partners at TD Design Agency, who closely accompanied the entire process and supported us with valuable design expertise – the collaboration felt almost as if they were part of our team.”
Marc Rösch
Lead Marketing AUMA Group
