PALFINGER
New global Brand Identity
We are continuing to expand our portfolio in the B2B sector and translated the strategic repositioning of PALFINGER as a global manufacturer and supplier of innovative crane and lifting solutions into a new brand identity. We also provided support with the concept for the international implementation and activation of the brand within the organization.
Stuttgart, 03 March 2026. Following Everllence, Metabo, and Trumpf, we now have another customer in our B2B portfolio: we developed a new global brand identity for PALFINGER. The aim of the comprehensively revised corporate design was to reflect the strategic and cultural development of the technology company in its brand identity and to roll it out internationally across all touchpoints.
We developed design tonalities based on the newly formulated brand values and revised the corporate design on this basis. In addition, we created the foundation for a consistent, modular design system, which is documented in PALFINGER's new brand portal.
Brand activation: Employees were involved in the new global brand identity
The new brand identity covers a wide range of applications: from traditional print and digital media to exterior facade design and trade fair appearances. The distinctive and unique visual identity combines ambitious goals with the company's success story: as a central design element, the uplifting line symbolizes the ambition to advance the industry. The specially developed corporate font with sharp cuts and geometric clarity picks up on PALFINGER's engineering DNA and stands for the precision of the brand.
Another focus was on brand activation. With the help of internal communication measures, clear management guidance, and internationally rolled-out training, the organization, which comprises around 12,350 employees worldwide, was involved in the change process. This resulted in a wide range of activation materials – from teasers and microsites to analog formats in the working environment – which were designed and implemented in close collaboration with the headquarters in Salzburg and PALFINGER's global locations. To support employees, partners, and agencies, a helpdesk with a ticketing system was set up as a central point of contact for questions relating to the implementation of the corporate design.
Armin Schlamp, Vice President Global Marketing & Communications at PALFINGER: “The new brand identity is part of a larger strategic development process and highlights what drives PALFINGER: the ambition to continue actively shaping the future of the industry as a driving force. It is the next logical step in further expanding our position as a leading technology and engineering company in the premium segment. It reflects our way of thinking.”
Markus Dunke, Studio Lead Stuttgart and Member of the Executive Board at Strichpunkt: “Corporate design is the visible expression of a company's identity. With the new identity, we have positioned PALFINGER unmistakably in the international B2B sector. At the same time, the modular design system sends a strong internal signal: ”It motivates employees worldwide to embrace and live the new identity."
